Briefings
What a briefing contains when it has to survive a budget meeting.
This page is the object we keep returning to: not a catalogue of methods, but the physical and spoken shape of a campaign reporting briefing. If you commission an attribution review, this is what the readout is built from.
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Conversion on page one
The pack opens with the sentence you locked at kick-off. If the conversion changed mid-review, the change is dated. Nobody should discover a new definition on page eighteen.
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Last-click beside assisted paths
The same campaigns appear in both columns. Capture channels are named as capture. The point is contrast the eye can hold, not a replacement religion.
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The wall map
A large-format print of the primary contribution map is posted with the pack. Growth teams pin it where planning actually happens — a corridor, a canteen, a war-room wall — rather than leaving it in a file nobody opens in the meeting.
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Unjoined sources
Channels that never met the CRM sit on their own spread. We would rather show a gap than invent a path. The briefing treats that honesty as part of the work.
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The ninety minutes
Pages are on the table. Fiona marks as you argue. The last fifteen minutes belong to the budget holder. Follow-up questions by email run for ten working days after an attribution review.