American Service NetworkEvidence needs a definition, a date range and a source.
ASN evaluates advertising in stages: delivered media, unique inquiries, qualified opportunities, appointments and customer outcomes. A result at one stage should not be relabeled as a result at another.
How to read campaign evidence
Inquiry
A person submitted a form or started a conversation. Spam, duplicates and out-of-area contacts are identified separately.
Qualified opportunity
The contact matches the agreed service, area and job rules and agrees to an appropriate next step.
Business outcome
An appointment, estimate, sale or attributed revenue event supported by the business’s operational records.
Publication standard
Any public case study should identify the campaign scope, dates, currency, ad spend, deduplication method and the exact event being counted. Customer names, testimonials and screenshots require permission and context.
ASN is reviewing legacy proof material against this standard. Until a result has that supporting packet, it should not be treated as independently verified case evidence.