Understand the outcome behind a case
A useful case discussion connects the campaign objective, audience and measurement method to the reported outcome.
Start with the business goal
Explain whether the campaign sought reach, qualified visits, leads, purchases or app events. Record the offer, countries, languages, formats and landing-page experience. These details determine whether a result is relevant to your own plan.
Compare consistent measurements
Ask which date range, attribution window and conversion definition apply. Distinguish clicks from qualified visits, revenue from profit and delivery from unique reach. Include currency, fees, refunds and deduplication when calculating CPA or ROAS.
Review the campaign decisions
Discuss the creative, source selection, targeting and optimization steps behind the result. Consider sample size, seasonality and changes in audience mix. A historical case can inform a test plan without predicting an identical outcome for a different campaign.
Build your next test
Bring your objective, target market, budget and approved destination to the advertiser team. Agree on reporting and stop conditions before launch. The planning guide helps organize the brief.
Campaign and reporting scope
Cumulative network totals, monthly activity and individual campaign results describe different measures. Compare the same date range, inventory, attribution window and currency. Campaign availability, delivery requirements and commercial terms are agreed for your brief.