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Every campaign and product will have a different flow (platform mix, creative angles, GEOs, baselines, and seasonality). This playbook is a universal operating system: a consistent way to track performance, make decisions, and adapt quickly to any project without reinventing the process each time.

Tracking is not about “nice charts.” It exists to make weekly decisions:

• what to repeat,
• what to iterate,
• what to kill,
• and whether the distribution system is accelerating.

3.1 North-star delivery metrics (what we track every campaign)

These three metrics create a universal baseline across products and niches:

• Total Views (weekly + cumulative)
• Total Engagement (weekly + cumulative)
• Engagement Rate (pick one definition and keep it consistent: by views or by reach)

Always maintain a link list of approved videos so performance can be audited down to the asset level.

3.2 Engine health metrics (how stable and scalable the system is)

These metrics prevent being misled by a few outliers and help manage operational quality:

• Posting volume (videos/day, videos/week)
• Median views per video (more reliable than averages)