# Measurement plan

## Primary KPI

**Qualified waitlist signups**

A signup is qualified if:
- Company size >= 100 employees
- Role is Director+ OR company size >= 500
- Work email (no @gmail, @outlook, @yahoo)
- Not in exclusion list (competitors, known spam sources)

## Secondary KPIs (watch weekly)

| Metric | Target week 1 | Target week 4 | Why |
|--------|--------------|---------------|-----|
| CTR (all paid) | 0.6% | 1.0% | Creative is doing its job |
| Landing bounce rate | <65% | <50% | Page matches ad promise |
| Time on landing | >30s | >45s | People are reading the product |
| Qualified rate (signups / total signups) | 40% | 60% | Targeting is calibrated |
| Cost per qualified signup | $45 | $28 | Media efficiency improving |

## Campaign-level KPIs

### Concept 01 (Hero / Context-Clarity)
- Role: brand awareness + cold conversion
- Measure: impressions, CTR, cost per landing visit

### Concept 02 (Good people still miss each other)
- Role: emotional hook, top of funnel
- Measure: CTR, video view rate (if motion version), share rate

### Concept 03 (The hardest ten minutes)
- Role: consideration, retargeting
- Measure: landing conversion rate, qualified signup rate

### Concept 04 (Walk in ready)
- Role: brand anchor, mid-funnel
- Measure: branded search lift, direct traffic increase

## Not tracking (intentionally)

- Vanity likes or reactions
- Follower count as a KPI
- Reach as a KPI (only meaningful as a denominator)
- "Engagement rate" alone (engagement without conversion is noise)

## Reporting cadence

- **Daily** (week 1 only): spend, impressions, CTR, signups - lightweight
- **Weekly** (ongoing): full funnel report, creative-level performance, qualified rate
- **Monthly**: cohort analysis of signups through to activation

## Creative fatigue thresholds

Rotate or pause a creative when:
- CTR drops 25% below its 7-day rolling average
- Frequency exceeds 4.0 in the same 7-day window
- Qualified rate drops below 30% for 2 consecutive weeks

## Optimization rules

- Do not optimize the creative within the first 10 days of any new concept
- Do not kill a creative before it hits 10,000 impressions
- Do not chase CPM - chase CPQL (cost per qualified lead)
- Budget reallocation weekly, not daily

## Attribution window

- Click: 30 days
- View-through: 1 day (LinkedIn, Meta) / off (Google Display)

## Success threshold (the "is this working" gut check)

Launch is working if, by week 4:
- 500+ qualified signups
- CPQL under $40
- At least one concept hitting 1.5% CTR
- Branded search volume up 3x vs pre-launch baseline
- Landing bounce under 55%

If 3+ of these are missing, pause spend and rework creative or targeting before scaling.
