# Separate organic and paid campaign outcomes in a report

Label each observation by what it measures and how it was obtained. Organic content work, advertising spend, purchased promotion delivery and attributed enquiries are different records. Keep them visible rather than presenting their combined totals as one kind of growth.

Campaign and reporting window:
Organic assets and publication references:
Organic metric definitions and source:
Advertising platforms, spend and currency:
Advertising metric definitions and source:
Purchased promotion services and order references:
Actual delivered quantity, unit and settlement record:
Defined enquiries or orders:
Attribution rule and supporting evidence:
Cross-source overlap or duplicates:
Untracked outcomes:
Changes in offer, audience or recording method:
Conclusion for each evidence category:
Next actions and owners:


## Keep four records distinct

"Record","Useful evidence","What it establishes"
"Organic content","Published assets and defined account observations","Work delivered and reported organic observations"
"Advertising","Actual spend and the platform's defined report","Paid distribution under those reporting definitions"
"Purchased promotion","Service order, unit, status and settlement","The purchased deliverable recorded by that order"
"Business outcome","Defined enquiry or order with source evidence","An outcome under the stated attribution rule"


## Prepare the report

Inventory the work and spend: Reconcile assets, advertisements and service orders with their actual records. Keep costs and units visible.

Preserve source definitions: Name the metric, window and reporting source beside the figure. Do not silently relabel an advertising view as an organic view.

Reconcile the business outcome: Use the agreed enquiry or order definition and duplicate rule. Keep unknown sources and overlap separate.

State the supported conclusion: Explain what each record shows and the relevant uncertainty. Delivery of a purchased quantity does not establish sales attribution.

## Example reporting distinction

A fictional report could contain 10 original posts, an advertising-spend record, a promotion-order delivery record and 12 measured enquiries. Those values belong to different units and cannot be added into a single growth total.

When an asset receives both organic and paid distribution, use the available breakdown or state that the figure is mixed. Do not subtract a guessed paid component to manufacture an organic result.