Reconcile China campaign data before assigning credit
A synthetic China report campaign exceeds download targets but misses qualified-lead and follow-up goals. The case reconciles platform, CRM, agency, and execution evidence.
This article uses a fictional scenario and synthetic material to demonstrate a workflow. It does not represent a real client, company, project, or market result.
Review a China industry-report campaign and decide whether the next cycle needs more traffic, a different conversion path, or repaired lead definitions and follow-up.
Decision to supportWhich result is proven, where does the funnel break, what cannot be attributed, and what should the local team change first?
Put source material and constraints on the table.
900 downloads, 320 qualified leads, and 90% follow-up within 48 hours
WeChat, REDnote, Baidu, landing page, CRM, event, agency, and sales records
32% of leads lack a complete normalized source
Facts, interpretations, hypotheses, and unknowns must stay separate
- Original China campaign brief
- Platform and first-party exports
- CRM definitions and lead states
- Execution timeline and agency or team notes
Use $campaign-retrospectiveReview this China campaign across platform, landing-page, CRM, event, agency, and sales evidence. Normalize definitions first, state attribution limits, and return no more than five owned actions with measurement points.
Preserve the work trace, not only the answer.
- 01
Restore the original contract
The review locked the original download, qualified-lead, and follow-up definitions instead of promoting new engagement metrics after results were known.
- 02
Normalize the evidence
Platform exposure, first-party visits, downloads, deduplicated leads, qualification, and sales follow-up were kept as different metric families with named owners.
- 03
Limit cross-platform attribution
Because source fields were incomplete and several platforms were walled gardens, the review did not declare a winning channel. It identified tracking repair as a prerequisite for the next decision.
- 04
Create owned next actions
The final actions covered source normalization, form qualification, lead handoff cadence, and one controlled message test, each with an owner and measurement point.
The deliverable should make judgment visible.
Top-line target exceeded
Downloads are a clear result but cannot stand in for qualified demand or revenue impact.
Lead target missed
The gap points to audience, form, qualification, or data-definition questions that need separate checks.
Follow-up lagged
The local market and sales handoff weakened the value of front-end acquisition.
Channel credit is limited
Incomplete source mapping and platform boundaries prevent a defensible single-channel winner.
- Original-goal scorecard
- Normalized cross-platform evidence table
- Attribution limits and evidence-backed findings
- Owned next-action plan
These decisions do not belong to a template.
- Align the qualified-lead definition with sales
- Confirm deduplication and agency transformations
- Secure owner agreement on deadlines and measurement
- Cross-platform China campaign
- Agency and first-party reports disagree
- The team needs next actions rather than a victory deck
- No original goals or raw records
- A request for unsupported causal attribution
- An external performance press release
The retrospective creates value by showing which evidence is comparable, which attribution is impossible, and which operating change should happen before buying more traffic.
Reproduce the method with China Campaign Retrospective.
The case demonstrates a reusable operating structure. Bring your own source material, constraints, and decision criteria to a real task.