
Audience and placement
Choose audiences and review available placement information according to the offer. Reach without relevance is a weak basis for expansion. Use actual customer questions to check whether the plan is useful.
Distinguish views, engaged visits, attributed actions, and direct inquiries. State the attribution window and avoid treating every view as buying intent. Check what happens after the customer clicks, submits, or calls.
- A written brief
- Named responsibilities
- Agreed review points




