A report you can
make a decision from.
This is the reporting structure, not evidence of an existing campaign. Client names, answers and performance figures appear only after an actual baseline has been collected and checked.
The decision first
Current finding: not yet collected. Recommended action: establish the baseline and verify the source evidence. Owner and next review: agreed at onboarding.
Scope and comparability
Brand and domain: to be agreed. Market and language: to be agreed. Formal waves use 40 approved questions, three agreed search surfaces and three repetitions per question per surface. Planned observations: 360 per wave. Actual completed and unavailable counts are recorded independently.
| Measure | Definition | Baseline | Latest |
|---|---|---|---|
| Mention rate | Completed answers naming the correct brand ÷ all completed answers. | Not collected | Not collected |
| Owned citation rate | Completed answers linking to an owned domain ÷ completed answers. | Not collected | Not collected |
| Recommendation rate | Completed buyer answers explicitly recommending the brand ÷ completed buyer answers. | Not collected | Not collected |
| Factual accuracy | Supported, correct claims ÷ assessed verifiable claims about the brand. | Not collected | Not collected |
| Commercial signals | Identifiable referrals, self reported discovery and qualified enquiries, recorded separately. | Not connected | Not connected |
From question to campaign
Illustrative question: Which UK PR agencies can help a business earn relevant national coverage?
Evidence to capture: exact dated answer, named brands, explicit recommendation language, cited URLs, errors and the search surface. Next analysis: identify what the cited pages actually establish before choosing an editorial opportunity. No preferred publication or source is assumed in advance.
What was delivered
Each campaign record includes the approved brief, evidence, creative assets, outreach dates and relevant responses. Earned, syndicated, owned and paid material are labelled separately. Publication counts are not a substitute for visibility measurement.
What changed and what remains uncertain
Compare the same question set and method. Separate an observed change from a causal explanation. Note model changes, incomplete runs, new competitors, changes elsewhere on the website and simultaneous campaigns.
The next move
Record the recommended action, delivery owner, effort and cost, expected learning and review date. State whether the recommendation is to continue, adjust or stop.