Location / reporting period / prepared by: ________________________________
Business question and intended decision: _________________________________
Comparison period and relevant differences: _______________________________

## 1. Record four layers separately
WORK — agreed deliverable / completed date / evidence / outstanding work.
_________________________________________________________________________
ATTENTION — metric / count / platform definition / source / update date.
_________________________________________________________________________
ACTION — metric / count / exact event / source / denominator if a rate.
_________________________________________________________________________
RESTAURANT OUTCOME — completed transaction type / count / source / reconciliation.
_________________________________________________________________________

For every headline number, record what counts, exclusions, location, dates, update time, and whether it is observed, estimated, or unavailable. “Unavailable” is not zero. Exclude test and demonstration data.

## 2. Inspect attributed revenue
Transaction source and value definition: _________________________________
Attribution rule / window / platform: _____________________________________
Duplicate, cancellation, refund, tax, and tip handling: ____________________
Overlap between platforms and reconciliation method: ______________________
What supports an incremental effect, if anything: _________________________
Known limitations: _______________________________________________________

## 3. Put costs beside the result
Attributed net revenue: $________  Media spend: $________
Reported revenue / media spend ratio: ________ (only if spend is positive)
Relevant variable costs of those transactions: $________
Other incremental campaign costs: $________
Contribution after these costs: $________

This last figure is a scenario for the stated transactions, not proof of incremental profit. If sales would have happened without the campaign, adjust the interpretation. Keep the restaurant’s broader fixed costs and accounting separate.

## 4. Record operating context
Price or menu changes: ___________________________________________________
Opening days / capacity / staffing changes: _______________________________
Weather, local events, roadworks, or other relevant conditions: ____________
Guest or staff feedback: __________________________________________________

## 5. Finish with a decision
Finding supported by the evidence: _______________________________________
Most important uncertainty: ______________________________________________
Action: Continue / Change / Pause / Fix data / Gather more evidence
Owner / due date / next review: ___________________________________________

Illustrative closing note: “Menu-page visits increased, but order completion is not connected. Repair and test the handoff before increasing spend. The website manager owns the fix; review next Tuesday.”

Do not use email opens as a count of interested diners, direction requests as confirmed arrivals, or a percentage change without its underlying counts.