1. Decision and hypothesis


2. Game, version, and landing


3. Start, end, and time zone


4. Objective, audience, and settings


5. Image code and campaign ID


6. Source, metric name, and reporting level


7. Impressions, clicks, plays, spend, and currency


8. Event log: time, variant, change


9. Coverage and comparison limitations


10. Behavior attribution: method or unknown


11. Decision: continue / retest / revise / stop


12. Next check: date and owner