Measurement plan template for paid ads
Name the event, the source, and the signal — so the paid ads earn the decision, not the guess.
- Google Ads
- Meta Ads
- GA4
- Notion
- Google Sheets
Build a measurement plan for our paid ads across Google and Meta.
- Pulled the funnel4 events: click, lead, demo, purchase
- Named the eventPurchase = primary, demo = secondary, lead = proxy
- Named the sourceGoogle = search, Meta = social, LinkedIn = ABM
- Named the signalCPA $80, ROAS 4:1, MER 3.2
The plan named the event (purchase primary, demo secondary), the source (Google search, Meta social, LinkedIn ABM), and the signal (CPA $80, ROAS 4:1, MER 3.2). The paid ads earned a 4.1:1 ROAS after the plan shipped, up from 2.1:1 on the prior click count. The template earned the decision because it named the event, not counted the clicks.
A measurement plan template is the plan that earns the decision. It fixes the event, the source, and the signal — so the paid ads read as a measurement, not a guess. A paid lead who counts the clicks earns the guess; a measurement plan template that names the event and the source earns the decision and the ROAS.
What is a measurement plan template?
A reusable plan shape for the measurement — the event, the source, the signal — that earns the decision and the ROAS. The template fixes the shape so the paid ads read as a measurement, not a guess.
Build the plan
- Event named — the one action the prospect takes
- Source named — the one channel the event earns
- Signal named — the one metric the event earns
Ship the measurement
- Name the event, do not count the clicks
- One signal per event, not five
- Re-run the plan quarterly
What event does a measurement plan template name?
The one action the prospect takes — the click, the lead, the purchase — that earns the decision. The event is the part that earns the decision, because a paid lead who counts the clicks earns the guess; a paid lead who names the event earns the decision.
What source does a measurement plan template name?
The one channel the event earns — the Google, the Meta, the LinkedIn — that earns the decision. The source is the part that earns the decision, because an event without the source earns the count; an event with the source earns the attribution and the decision.
What signal does a measurement plan template name?
The one metric the event earns — the CPA, the ROAS, the MER — that earns the ROAS. The signal is the part that earns the ROAS, because an event without the signal earns the source and loses the decision; an event with the signal earns the ROAS.
How the measurement plan template fits your stack
The agent reads your funnel and the platforms, drafts the event, the source, and the signal, and ships the plan. It pairs with the tracking audit for paid and the performance report summary templates.
- Google Ads
- Meta Ads
- GA4
- Notion
- Google Sheets
Who uses this measurement plan template
- Paid leads
- Name the event, do not count the clicks.
- RevOps
- One signal per event, not five.
- Founders
- Re-run the plan quarterly.
How to run this measurement plan template in Metaflow
Pull the funnel
The events, the sources, the signals.
Name the event
Agent names the one action.
Name the source
The one channel the event earns.
Name the signal
The one metric the event earns.
What you provide
- Funnel
- Platforms
- Attribution model
What you get back
- Measurement plan
- Event named
- Source named
- Signal named
Why use this measurement plan template?
Names the event, does not count the clicks
One signal per event, not five
Re-runs quarterly, not once
Pairs with the tracking audit and performance report templates
Measurement plan template FAQs
How do you build a paid measurement plan?
Name the one event, the one source, and the one signal. The plan reads as a measurement, not a guess, which is why the paid ads earn the decision, not the count.
What is a measurement plan?
The plan that earns the decision — the event, the source, the signal. A paid lead who counts the clicks earns the guess; a paid lead who names the event and the source earns the decision and the ROAS.
What signal should you track for paid ads?
The one metric the event earns — the CPA, the ROAS, the MER. An event without the signal earns the source and loses the decision; an event with the signal earns the ROAS, because the signal is what earns the decision.
What makes a measurement plan convert?
An event that earns the decision, a source that earns the attribution, and a signal that earns the ROAS. The plan that counts earns the guess; the plan that names the event earns the decision.
Similar Google Ads and Meta Ads templates
Key takeaways
- Names the event, does not count the clicks
- One signal per event, not five
- Re-runs quarterly, not once