DISTRIBUTION DECISION
Piece and version reviewed:
Question or offer it communicates:
Audience we want to reach:
Destination and action someone can complete there:
Proposed distribution: organic / paid / both.
Reason for the choice:
Team's work, hours and included cost:
Media budget, if applicable:
Evaluation window:
Definition of a valid action and how to remove duplicates:
Person responsible for responding and reviewing results:
Condition for adjusting or stopping distribution:

FICTIONAL EXAMPLE, ONE WEEK, US$20 PER HOUR
Organic: 4 hours, US$0 media spend, US$80 included cost.
Paid: 6 hours, US$180 media spend, US$300 included cost.
Illustrative valid inquiries: 8 organic, 12 paid.
Cost per valid inquiry: US$10 organic, US$25 paid.
Formula: included cost / valid inquiries during the period.
Zero inquiries: report spend and zero without dividing.
Missing data: unknown result.
These figures don't establish causality, profitability or a superior channel.