Campaign brief: 7 questions before you publish

A weak brief causes endless revisions, invalid clicks, and end-of-month disputes. These seven questions align brand, creator, and platform before the first post—and reduce friction in campaigns with CPC or hybrid fees.

The 7 questions

• What is the primary metric? Valid click, lead, trial, or sale—pick one.
• What is the exact link destination? Stable, mobile-friendly landing, no redirect chains.
• What is a valid click worth (max CPC) and what is the budget cap?
• Which formats are required—Reel, story, post, newsletter? How many touches?
• Disclosure rules (#ad) and prohibitions (misleading giveaways, explicit click-begging)?
• Timeline: start, end, and publishing window with fixed dates.
• Who approves content and how fast? A single point of contact avoids delays.

Click rules in the same document

Include anti-fraud rules in the brief: cooldown, paused campaign, internal tests. Honest creators prefer campaigns with written rules—fewer surprises at renewal.

One-page brief template

Summarize in a shared doc: goal, primary metric, final URL, max CPC, budget, formats, calendar, approval contact, and click rules. Long attachments are rarely read by creators on mobile.

After the brief

With KPI and budget set, measure results with the same rigor as paid media. The ROI guide helps structure reporting; the for brands page summarizes the campaign → link → analytics flow on Pharoll.