Outcomes and reports
An Outcome is the result a client wants and the rule for counting it, such as “Book a consultation.” It is created when the site tag is set up or when a results file is first uploaded.
The Outcome page
Section titled “The Outcome page”The page leads with one number: how many browsers did it from our ads. Below it:
- the Outcome’s definition and counting rule;
- the target: how many, by when, at what cost each;
- the campaigns producing results for it;
- the list of people who did it, which can become a new audience.
The list of an Outcome’s responders lives on the Outcome itself, under the same words, so there is one place to find it.
Archive and restore
Section titled “Archive and restore”Archiving an Outcome pauses its list updates and feeds. Restoring it resumes exactly those, and nothing else.
Client context
Section titled “Client context”Each client has a context record: What we know about the client, and a What we don’t know yet list that can be answered in place. People edit or remove any line. Bulk clear removes only lines a machine found, never lines a person wrote.
Reports
Section titled “Reports”| Report | When | What it holds |
|---|---|---|
| Weekly | One per client, per closed week | Results against each Outcome, editable before it goes out, downloadable as Word or PDF |
| Campaign readout | For one campaign | Delivery and results for that campaign |
| Post-campaign | After a flight closes | The full read, against the target set before launch |
How reports are written
Section titled “How reports are written”- Every number has a source. Each figure names where it came from: Moonbrush or the ad platform.
- A zero always says why. A zero is never left bare. It states the reason, such as a tag that stopped or a campaign not yet live.
- Small counts are protected. Very small counts are not printed exactly.
- Ratios need a base. A ratio is withheld when its denominator is too small to mean anything.
See Reporting principles.