{
  "schema_version": "2.0.0",
  "calculation_version": "meta-cost-forecast/2.0.0",
  "forecast_as_of": "2026-09-26T12:00:00-04:00",
  "cohort": {
    "cohort_id": "fictional-meta-cohort-01",
    "scope_confirmation": "confirmed",
    "confirmed_at": "2026-09-26T12:00:00-04:00",
    "scope": {
      "scope_version": "1",
      "business_label": "Fictional Northstar B2B",
      "account_id": "00012345678901234567",
      "reporting_entity_level": "campaign",
      "reporting_entity_id": "00013579135791357913",
      "offer_id": "demo-offer-01",
      "audience_id": "operations-leaders-01",
      "lead_route": "landing_page",
      "destination_id": "fictional-demo-form-01",
      "currency": "USD",
      "account_timezone": "America/New_York",
      "acquisition_window": {
        "kind": "monthly",
        "start": "2026-10-01",
        "end": "2026-10-31"
      },
      "outcome_horizon_end": "2026-11-30",
      "maturity_days": 30,
      "attribution_rule": "Captured campaign and ad ID match the scoped Meta entity; last paid touch within seven days before submission.",
      "attribution_evidence_reference": "fictional-attribution-rule-v1",
      "raw_lead_event": "Unique submitted demo request at destination_id, timestamped on submission.",
      "unique_lead_key_rule": "Deduplicate by stable CRM lead ID; one admitted lead per ID.",
      "accepted_definition": "Raw lead has valid contact data, is not a duplicate, and is accepted by sales.",
      "qualified_definition": "Accepted lead meets ICP and has a documented problem.",
      "booked_definition": "Qualified lead has a meeting booked by outcome_horizon_end.",
      "opportunity_definition": "Booked lead reaches CRM opportunity stage by outcome_horizon_end; count lead IDs.",
      "customer_definition": "Opportunity-stage lead has a closed-won customer event by outcome_horizon_end.",
      "population_id": "fictional-meta-cohort-01"
    }
  },
  "review": {
    "owner": "Fictional VP Marketing",
    "review_date": "2026-09-26",
    "hypothesis_acknowledged": true
  },
  "scenarios": [
    {
      "scenario_id": "fictional-conservative-01",
      "role": "conservative",
      "label": "Conservative fictional case",
      "budget_context": {
        "state": "supplied",
        "entity_level": "campaign",
        "entity_id": "00013579135791357913",
        "budget_type": "lifetime",
        "configured_amount": 6000,
        "configured_unit": "currency_for_run",
        "schedule": {
          "start": "2026-10-01",
          "end": "2026-10-31"
        },
        "note": "Fictional configured control; delivery spend is separately assumed."
      },
      "objective_note": "Leads context; no result inferred.",
      "optimization_note": "Planning context only.",
      "bid_strategy_note": "Planning context only.",
      "charge_choice_note": "Availability not assumed.",
      "economics_horizon": {
        "state": "supplied",
        "days_after_customer_event": 365,
        "deducted_variable_costs": [
          "fulfillment",
          "payment processing"
        ],
        "excluded_acquisition_costs": [
          "media",
          "non_media_acquisition"
        ],
        "note": "Fictional 365-day contribution per acquired customer; acquisition costs excluded."
      },
      "target_stage": "booked_meetings",
      "planned_media_spend": {
        "state": "supplied",
        "value": 6000,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "planning",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative planned_media_spend=6000 chosen to demonstrate this planning range; not observed. Verify with planning before relying on the estimate."
        }
      },
      "cpm": {
        "state": "supplied",
        "value": 40,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "Meta",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative cpm=40 chosen to demonstrate this planning range; not observed. Verify with Meta before relying on the estimate."
        }
      },
      "link_ctr": {
        "state": "supplied",
        "value": 0.008,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "Meta",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative link_ctr=0.008 chosen to demonstrate this planning range; not observed. Verify with Meta before relying on the estimate."
        }
      },
      "click_to_raw": {
        "state": "supplied",
        "value": 0.08,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "lead_capture",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative click_to_raw=0.08 chosen to demonstrate this planning range; not observed. Verify with lead_capture before relying on the estimate."
        }
      },
      "raw_to_accepted": {
        "state": "supplied",
        "value": 0.7,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative raw_to_accepted=0.7 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "accepted_to_qualified": {
        "state": "supplied",
        "value": 0.4,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative accepted_to_qualified=0.4 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "qualified_to_booked": {
        "state": "supplied",
        "value": 0.3,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative qualified_to_booked=0.3 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "booked_to_opportunity": {
        "state": "supplied",
        "value": 0.4,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative booked_to_opportunity=0.4 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "opportunity_to_customer": {
        "state": "supplied",
        "value": 0.2,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative opportunity_to_customer=0.2 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "non_media_cost": {
        "state": "supplied",
        "value": 1000,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "planning",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative non_media_cost=1000 chosen to demonstrate this planning range; not observed. Verify with planning before relying on the estimate."
        }
      },
      "contribution_per_customer": {
        "state": "supplied",
        "value": 2000,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "finance",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative contribution_per_customer=2000 chosen to demonstrate this planning range; not observed. Verify with finance before relying on the estimate."
        }
      },
      "target_count": {
        "state": "supplied",
        "value": 40,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "planning",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional conservative target_count=40 chosen to demonstrate this planning range; not observed. Verify with planning before relying on the estimate."
        }
      }
    },
    {
      "scenario_id": "fictional-working-01",
      "role": "working",
      "label": "Working fictional case",
      "budget_context": {
        "state": "supplied",
        "entity_level": "campaign",
        "entity_id": "00013579135791357913",
        "budget_type": "lifetime",
        "configured_amount": 6000,
        "configured_unit": "currency_for_run",
        "schedule": {
          "start": "2026-10-01",
          "end": "2026-10-31"
        },
        "note": "Fictional configured control; delivery spend is separately assumed."
      },
      "objective_note": "Leads context; no result inferred.",
      "optimization_note": "Planning context only.",
      "bid_strategy_note": "Planning context only.",
      "charge_choice_note": "Availability not assumed.",
      "economics_horizon": {
        "state": "supplied",
        "days_after_customer_event": 365,
        "deducted_variable_costs": [
          "fulfillment",
          "payment processing"
        ],
        "excluded_acquisition_costs": [
          "media",
          "non_media_acquisition"
        ],
        "note": "Fictional 365-day contribution per acquired customer; acquisition costs excluded."
      },
      "target_stage": "booked_meetings",
      "planned_media_spend": {
        "state": "supplied",
        "value": 6000,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "planning",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working planned_media_spend=6000 chosen to demonstrate this planning range; not observed. Verify with planning before relying on the estimate."
        }
      },
      "cpm": {
        "state": "supplied",
        "value": 30,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "Meta",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working cpm=30 chosen to demonstrate this planning range; not observed. Verify with Meta before relying on the estimate."
        }
      },
      "link_ctr": {
        "state": "supplied",
        "value": 0.01,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "Meta",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working link_ctr=0.01 chosen to demonstrate this planning range; not observed. Verify with Meta before relying on the estimate."
        }
      },
      "click_to_raw": {
        "state": "supplied",
        "value": 0.1,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "lead_capture",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working click_to_raw=0.1 chosen to demonstrate this planning range; not observed. Verify with lead_capture before relying on the estimate."
        }
      },
      "raw_to_accepted": {
        "state": "supplied",
        "value": 0.8,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working raw_to_accepted=0.8 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "accepted_to_qualified": {
        "state": "supplied",
        "value": 0.5,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working accepted_to_qualified=0.5 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "qualified_to_booked": {
        "state": "supplied",
        "value": 0.4,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working qualified_to_booked=0.4 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "booked_to_opportunity": {
        "state": "supplied",
        "value": 0.5,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working booked_to_opportunity=0.5 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "opportunity_to_customer": {
        "state": "supplied",
        "value": 0.25,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working opportunity_to_customer=0.25 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "non_media_cost": {
        "state": "supplied",
        "value": 1000,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "planning",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working non_media_cost=1000 chosen to demonstrate this planning range; not observed. Verify with planning before relying on the estimate."
        }
      },
      "contribution_per_customer": {
        "state": "supplied",
        "value": 2000,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "finance",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working contribution_per_customer=2000 chosen to demonstrate this planning range; not observed. Verify with finance before relying on the estimate."
        }
      },
      "target_count": {
        "state": "supplied",
        "value": 40,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "planning",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional working target_count=40 chosen to demonstrate this planning range; not observed. Verify with planning before relying on the estimate."
        }
      }
    },
    {
      "scenario_id": "fictional-upside-01",
      "role": "upside",
      "label": "Upside fictional case",
      "budget_context": {
        "state": "supplied",
        "entity_level": "campaign",
        "entity_id": "00013579135791357913",
        "budget_type": "lifetime",
        "configured_amount": 6000,
        "configured_unit": "currency_for_run",
        "schedule": {
          "start": "2026-10-01",
          "end": "2026-10-31"
        },
        "note": "Fictional configured control; delivery spend is separately assumed."
      },
      "objective_note": "Leads context; no result inferred.",
      "optimization_note": "Planning context only.",
      "bid_strategy_note": "Planning context only.",
      "charge_choice_note": "Availability not assumed.",
      "economics_horizon": {
        "state": "supplied",
        "days_after_customer_event": 365,
        "deducted_variable_costs": [
          "fulfillment",
          "payment processing"
        ],
        "excluded_acquisition_costs": [
          "media",
          "non_media_acquisition"
        ],
        "note": "Fictional 365-day contribution per acquired customer; acquisition costs excluded."
      },
      "target_stage": "booked_meetings",
      "planned_media_spend": {
        "state": "supplied",
        "value": 6000,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "planning",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside planned_media_spend=6000 chosen to demonstrate this planning range; not observed. Verify with planning before relying on the estimate."
        }
      },
      "cpm": {
        "state": "supplied",
        "value": 25,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "Meta",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside cpm=25 chosen to demonstrate this planning range; not observed. Verify with Meta before relying on the estimate."
        }
      },
      "link_ctr": {
        "state": "supplied",
        "value": 0.012,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "Meta",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside link_ctr=0.012 chosen to demonstrate this planning range; not observed. Verify with Meta before relying on the estimate."
        }
      },
      "click_to_raw": {
        "state": "supplied",
        "value": 0.12,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "lead_capture",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside click_to_raw=0.12 chosen to demonstrate this planning range; not observed. Verify with lead_capture before relying on the estimate."
        }
      },
      "raw_to_accepted": {
        "state": "supplied",
        "value": 0.85,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside raw_to_accepted=0.85 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "accepted_to_qualified": {
        "state": "supplied",
        "value": 0.6,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside accepted_to_qualified=0.6 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "qualified_to_booked": {
        "state": "supplied",
        "value": 0.5,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside qualified_to_booked=0.5 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "booked_to_opportunity": {
        "state": "supplied",
        "value": 0.6,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside booked_to_opportunity=0.6 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "opportunity_to_customer": {
        "state": "supplied",
        "value": 0.3,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "CRM",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside opportunity_to_customer=0.3 chosen to demonstrate this planning range; not observed. Verify with CRM before relying on the estimate."
        }
      },
      "non_media_cost": {
        "state": "supplied",
        "value": 1000,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "planning",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside non_media_cost=1000 chosen to demonstrate this planning range; not observed. Verify with planning before relying on the estimate."
        }
      },
      "contribution_per_customer": {
        "state": "supplied",
        "value": 2000,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "finance",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside contribution_per_customer=2000 chosen to demonstrate this planning range; not observed. Verify with finance before relying on the estimate."
        }
      },
      "target_count": {
        "state": "supplied",
        "value": 40,
        "unknown_reason": null,
        "evidence": {
          "kind": "hypothesis",
          "source_system": "planning",
          "measurement_system": "planning",
          "as_of": "2026-09-26",
          "observed_period": null,
          "source_acquisition_window": null,
          "source_outcome_horizon_end": null,
          "population_id": null,
          "population_definition": null,
          "population_bridge": null,
          "numerator": null,
          "denominator": null,
          "completeness": "not_applicable",
          "reference": null,
          "note": "Fictional upside target_count=40 chosen to demonstrate this planning range; not observed. Verify with planning before relying on the estimate."
        }
      }
    }
  ]
}