Measuring the outcome of an approved decision
How forecast versus observed impact is calculated after you act.
ENWritten by Elena Novak· Documentation LeadLast updated
Writes and maintains the Paid Lens documentation, from first connection to workspace administration.
Every approved recommendation opens a measurement window sized to the metric's time-to-signal — typically 7 to 21 days.
What gets compared
- Forecast range recorded at approval time.
- Observed metric over the measurement window.
- A counterfactual estimate from comparable, unchanged campaigns.
Why results can land outside the forecast
Forecasts assume nothing else changes. Competitor pressure, price changes, and creative refreshes all move the result. The counterfactual column exists to separate your change from market movement.
Outcomes are visible in the decision history export, which is included in scheduled reports on Growth and Agency plans.
See also
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