# Measure Stage — Elaboration

## Criteria Guidance

### Good criteria — concrete and verifiable

- "Performance report compares actual KPIs against campaign goals with variance analysis"
- "Channel-level breakdown identifies top and bottom performers with specific metrics"
- "Recommendations are data-backed with projected impact if implemented"

### Bad criteria — vague (no clear check)

- "Metrics are reported"
- "Performance is analyzed"
- "Recommendations are provided"

