# Channel decision record

Use one copy for one channel test. Complete it with your distribution brief, activity log, measurement plan, customer records and any relevant feedback.

## The test I meant to run

**Channel:**  
**Tactic inside the channel:**  
**Intended customer:**  
**The channel's one job:**  
**Main measure:**  
**Test start and end dates:**  
**Review point agreed before the test:**  
**Result that would justify continuing:**  

## The test I actually ran

**Activity completed:**  
**Suitable people reached, with count or best available evidence:**  
**Relevant responses, with count and denominator where available:**  
**Buying progress:**  
**Purchases:**  
**Customers who received the intended value:**  
**Follow-up completed:**  

## Test-integrity check

- [ ] I reached the intended customer rather than a convenient substitute.
- [ ] The tactic was permitted and visible in this channel.
- [ ] The message, offer and next action stayed consistent enough to compare.
- [ ] The test ran for the agreed period or number of customer opportunities.
- [ ] The tracking worked well enough to support a decision.
- [ ] The planned follow-up happened.

**Material differences between the planned and completed test:**  
**Missing or unreliable information:**  

## Where the route first became weak or unknown

- [ ] Suitable people had a chance to see it.
- [ ] Suitable people made a relevant response.
- [ ] Responders progressed toward buying.
- [ ] Suitable buyers purchased.
- [ ] Customers received the result they came for.
- [ ] The route can be repeated within my time, cash and delivery capacity.

**First weak or unknown step:**  
**What the evidence shows:**  
**What I still need to investigate:**  
**Relevant customer words or behavior:**  

## Cost and capacity

**Cash spent:**  
**Founder hours used:**  
**Effect on delivery capacity:**  
**A stronger tested use of the same resource, if one exists:**  

## My decision

Choose one.

- [ ] **Continue unchanged:** the intended customer action is happening and the work remains sustainable.
- [ ] **Change:** suitable customers remain reachable and I can test one primary change.
- [ ] **Pause:** a named prerequisite is missing.
- [ ] **Stop:** the route no longer justifies the next unit of time or cash.

**Evidence for this decision:**  
**Main uncertainty:**  
**One next action:**  
**One primary change, if applicable:**  
**Next review date, or return condition if paused:**  
**Evidence that would overturn this decision:**