The fields that keep the work understandable.
Account and source URL or asset reference.
Every finding needs evidence someone else can inspect.
Observation date and comparison window.
Counts change over time and need an explicit window.
Name the measure and record its observed value.
Different measures should not be quietly combined.
Comparison sample and denominator.
A relative observation inherits the limits of the baseline.
Hypothesis, alternative explanation and missing context.
Keep the reading separate from the recorded fact.
A real planning file. No email or account required.
Start with a decision, not an empty document
Use this worksheet when the team has a specific recurring job to review. Read the field prompts before filling them in. Each prompt separates one part of the work that is easy to lose in a chat thread: the question, the evidence, the interpretation or the person making a decision. Leave a field explicitly unknown when the information is unavailable. A completed-looking document is less useful than an honest one with a clear verification task.
Keep the example separate from your own record
The prompts describe a planning structure, not customer evidence. Copy the downloaded file and replace the prompts with your own permitted source references and review notes. Do not put passwords, private contact information or assets you are not allowed to share into a research handoff. Record the observation window and baseline definition beside each metric.
Review the record before handing it over
Ask a colleague to read the document without the original conversation. Can they identify the question, inspect the supporting material and understand the next decision? If a field needs a verbal explanation, add that context to the record. Check that the proposed creative test follows from the evidence and names the uncertainty.
Use the structure. Verify the substance.
This guidance helps organize creative research. It does not establish platform coverage, explain causation or promise a repeatable result. ReelsData is in development and all sample metrics on this site are fictional.