A campaign brief is a shared working document. It should help the people building, measuring, and reviewing a campaign make the same decisions from the same context.
Agree on the goal and audience
Describe the intended audience and the product action you want to understand. Separate your test hypothesis from facts already supported by evidence. Define a budget boundary and a review window without assuming a particular return.
Check the measurement path
Confirm event names and attribution settings with the person responsible for measurement. Check that the app experience matches the creative and store listing. Use a test plan that protects personal data.
Decide who reviews what
Assign someone to review creative claims, campaign setup, and measurement quality. Record the criteria for changes and the questions the initial test should answer. Leave room to revise the plan when the evidence warrants it.
