# Blank Facebook versus Instagram ad decision record

Complete each field from your campaign and sources. Write **Unknown** for missing evidence. A verified zero is different from a blank or immature outcome. A public placement rule does not prove the control is present in your account.

## Business, buyer and offer
[Name the product, buyer, approved offer, and intended action.]

## Source URLs and checked dates
[Record dated first-party placement/control sources and any account observation.]

## Campaign objective and conversion location
[State the selected objective, conversion location, and actual success event.]

## Account and campaign scope
[Record stable account/campaign/ad-set IDs or redacted references, geography, currency, and dates.]

## Audience source and exclusions
[State the audience definition, permission basis, exclusions, and overlap risk.]

## Placement eligibility and observed controls
[List eligible Facebook and Instagram placements, control type, screen, observation time, and affected scope; use Unknown if uninspected.]

## Business constraint and provenance
[Give a specific owner-approved restriction and its source/date, or state None supplied.]

## Creative source and rights
[List the source asset, approved claims, rights, and file/version references.]

## Facebook Feed adaptation
[Describe opening, image/video crop, on-screen text, CTA, and preview check.]

## Instagram Feed adaptation
[Describe opening, image/video crop, on-screen text, CTA, and preview check.]

## Stories and Reels adaptation
[Describe vertical opening frames, safe areas, sound/captions, CTA, and preview check for each proposed placement.]

## Destination and tracking continuity
[State landing path, form success, UTM/identifier plan, and where identity can be lost.]

## Native preview and accessibility checks
[Record the actual placement previews, crop/text/contrast/captions, destination, and status, or Pending.]

## Reporting export and attribution basis
[Name export source/level, platform breakdown if verified, time zone, attribution setting, date basis, and extraction time.]

## Platform spend and raw actions
[For each platform, give matched spend, impressions/clicks if relevant, raw action count, exact definition, and window; Unknown is not zero.]

## CRM join and deduplication
[State join key, validation, duplicate handling, and unresolved records by platform.]

## Qualification rule and maturity cutoff
[Define qualification, last eligible action, attribution delay, qualification delay, cutoff, and extraction date for each cohort.]

## Qualified counts and cost arithmetic
[For mature matched cohorts, show raw CPL and qualified CPL with numerator/denominator; hold when Unknown, zero, or scope mismatch.]

## Decision and reason
[Choose Both, constrained Facebook, constrained Instagram, or Hold; separate observations from a causal claim.]

## Next check and responsible owner
[Name one specific check, owner, and timing before any change.]

## Unknowns and limitations
[List missing controls, joins, identity prerequisites, outcome lag, and unsupported conclusions.]