# LinkedIn Brand Lift study brief

Use this record for one study. Enter Unknown when evidence is missing. Keep this file with the native settings capture and exported results. A completed brief does not launch a study.

## The decision

- Company and product:
- Business question:
- Decision this study will inform:
- Why a survey-based brand metric addresses that decision:
- What revenue or conversion question must be measured separately:
- Record preparer and date:
- Budget owner:
- Campaign operator:
- Results reviewer:

## Proposed study

- Account name and ID:
- Study name and ID (Unknown before creation):
- Account-level or selected-campaign scope:
- Selected campaign IDs, or account-wide scope:
- Included ad formats and placements:
- Countries and survey language:
- Brand name as it will appear:
- Number of questions:
- Exact question type and question text for each question:
- Desired and undesired answer options for each question:
- Benchmark region and industry, if applicable:
- Campaign and study start/end dates, with UTC study boundaries:
- Planned final review timestamp in UTC, after the full 15-day period following the scheduled study end has passed:

## Eligibility and approval

- Current official requirements URL and checked date:
- Currency:
- Cumulative eligible campaign/ad-set budget during the study:
- Budget source capture and timestamp:
- Native eligibility result and evidence:
- Operator access level and evidence:
- Budget-owner decision and evidence:
- Explicit launch/change authorization and evidence:
- Native study state and captured timestamp:
- Concurrent-test or format restrictions checked, source, and result:
- Open requirements, responsible person, and next action:

Budget eligibility does not establish approval, launch, delivery, or conclusive results. Record each separately. Use the current native account check for non-USD eligibility; do not invent an exchange rate.

## Changes or cancellation

Complete this section only when reviewing a proposed or completed change. Otherwise write Not applicable. A request is not an approval or a native receipt.

- Requested action and reason:
- Exact account, study, test type, and current native status:
- Operator's check of available controls and applicable edit restrictions, source, and timestamp:
- Separate change/cancellation authorization, owner, and evidence:
- Action actually taken and timestamp, or Not taken:
- Resulting native study status and receipt:
- Revised scheduled end and final-review timestamp, if relevant:
- Underlying campaign delivery status and separate evidence, if stopping delivery was intended:

A canceled study cannot be reactivated. Canceling the study does not establish that its campaigns stopped delivering. Recheck the final-review timestamp if the scheduled end changes.

## Readout for each question

Complete the result fields after results exist. For a prelaunch plan, retain the proposed schedule and question definition, label them proposed, and leave unobserved results Unknown.

- Study ID and native export/capture:
- Report retrieved at:
- Scheduled study end:
- Final review date reached: Yes / No / Unknown
- Native reporting framework: Bayesian / legacy / Unknown, with evidence:
- Question and desired-response definition:
- Test-group total, desired, and undesired response counts:
- Control-group total, desired, and undesired response counts:
- Displayed desired-response percentage, test group:
- Displayed desired-response percentage, control group:
- Native absolute lift, with percentage-point unit:
- Native relative lift, with percent unit:
- Native estimated total lift, with unit:
- Native lift probability/statistical-strength label and value:
- Native lift status, exactly as displayed:
- Selected attribute breakdown and its coverage/uncertainty:
- Benchmark and its availability/limits:
- Documented changes in study scope, campaigns, or data:
- Supported interpretation:
- What the result cannot establish:
- Next decision, owner, and review date:

Do not recreate LinkedIn's adjusted result or lift probability from raw counts. A simple difference can teach the arithmetic, but it must remain separate from the native estimate. Estimated additional desired responses are not observed purchases or qualified leads. Missing responses are not zero responses.

## Evidence index

| Field or claim | Source or native receipt | Captured date | What it establishes | What remains unknown |
| --- | --- | --- | --- | --- |
| | | | | |