Prepare a verifiable digital campaign brief
A campaign brief explains who you aim to help, with which message and useful action. It makes work acceptance possible before spending budget or sending messages.
Define audience and situation
Describe the audience situation and question justifying the message. Choose an action: reading information, using a tool or making an enquiry. Avoid promises the destination cannot fulfil.
Fictional example: offering a guide should not lead straight to a form without explaining usefulness. Review continuity with someone outside the team.
Test from message to destination
Prepare preview, link and landing page. Check title, content, action and confirmation on mobile. A working link may still lead to the wrong language or intent.
Retain a scenario including an error or no-result state. The team should understand what visitors can accomplish without confusing clicks with useful outcomes.
Document budget and permissions
Record agreed cap, duration and spending authority. For recipient lists, document origin and applicable conditions before real sending.
Outreach, consent and platform rules require specific review. This guide prepares questions; it does not determine legality of a particular case.
Prepare acceptance and observation
Define delivery evidence: message, tested journey, checked links and settings. Separate acceptance from future effects on enquiries or sales. Record measurement conditions and absent data.
Do not attribute an outcome solely from click counts. Retain assumptions and other concurrent changes when interpreting subsequent results.
A record to keep with the decision
| Item | Evidence |
|---|---|
| Audience | Situation, question and useful action. |
| Journey | Tested message, destination and confirmation. |
| Framework | Cap, duration, permissions and conditions. |
| Measurement | Delivery evidence and effects to observe. |
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Frequently asked questions
Should the channel be chosen before the message?
Audience, action and constraints support channel comparison. A tool choice alone does not define a brief.
Is a click a conversion?
It may be a step. Define the measured useful action and distinguish it from visits.
Reference material
France Num · Publicité sur Internet
The practical checklist is an editorial synthesis to adapt to your service. It does not constitute a certification or an audit result.