Measuring campaign replies
Separate substantive questions, ordinary replies, automated responses, and opt-outs according to the report's stated purpose. A reply is not necessarily support.
Putting the guide into practice
Define the response window and eligible audience, deduplicate using the documented unit, and retain categories that explain staff workload.
- Response unit
- Window
- Categories
- Unique denominator
Limits and review decisions
Do not label every response positive engagement. Wrong-recipient messages, complaints, and revocations should remain visible as their own categories.