# Facebook ad objective selection record

Copy this record for one proposed campaign. Use `Unknown` for an unanswered question, `Unavailable` only for an option you checked and did not find, `None` when the field truly does not apply, and `0` only for a measured count of zero with a stated period. Leave supplied business names and event labels exactly as observed. This record is a planning handoff, not launch approval.

| Field | Entry |
|---|---|
| Account and campaign scope | Unknown |
| Desired business action and unit | Unknown |
| Business outcome checked later and unit | Unknown |
| Destination and where the action happens | Unknown |
| Measurable event and what one event counts | Unknown |
| Proxy event, if any, and why it differs | None |
| Proposed campaign objective | Unknown |
| Proposed conversion location | Unknown |
| Proposed performance goal | Unknown |
| Proposed selected event | Unknown |
| Native availability and evidence status for objective, location, goal, and event | Not checked |
| Source, version, and observation date | Unknown |
| Rationale and rejected alternative | Unknown |
| Unknowns or unresolved prerequisites | Unknown |
| Exact next verification, owner, and evidence to save | Unknown |
| Launch boundary | Selection for review only; no launch authorization |

Change rule: if the account, desired action, destination, event, objective, location, goal, observed availability, or observation date changes, revisit the rationale and affected checks. Retain earlier evidence with its date; never silently turn an old observation into a current one.