Question: [audience breadth, repeated exposure, viewing or business action]

Source and exact metric label: [platform/report/name]

Scope: [account, post or campaign; paid/organic; placements]

Period and check date: [start, end, time zone, checked date]

Count and unit: [number of accounts, estimated people, displays, views or actions]

Definition: [what qualifies; source link; known exclusions]

Comparison: [same metric, scope, format and period length]

Overlap and missing data: [deduplicated/unknown; unavailable fields]

Interpretation: [what changed and what the data cannot establish]

Next decision: [specific change, owner and review date]