A practical reporting structure
Include committee, send reference, content version, audience provenance, time zone, report cutoff, and provider definitions so another reviewer can interpret the totals.
Putting the guide into practice
Use columns for submitted, delivered, failed, unknown, unique replies, unique opt-outs, link events, verified outcomes, and defined costs. Keep a notes field for incidents and data gaps.
- Scope
- Transport totals
- Response totals
- Cost basis
- Data gaps
Limits and review decisions
Do not fill missing metrics with zero. Zero observed events and unavailable evidence are different states.