Document Type: Protocol
Status: Active
Version: v1.1
Authority: Affiliate Brain
Applies To: Affiliate Brain campaign performance evaluation, signal interpretation, review decisions, and learning capture
Parent: Affiliate Brain Canon
Last Reviewed: 2026-03-14
Purpose
This protocol defines how campaign performance is evaluated after testing within Affiliate Brain.
Its purpose is to extract structured learning from every experiment conducted in the system.
Testing produces two valuable outcomes:
• profitable opportunities
• strategic learning
This protocol ensures both are captured, interpreted, and used to improve future campaigns.
Scope
This protocol applies to:
• post-test campaign evaluation
• signal-based performance interpretation
• structured review checkpoints
• campaign continuation, modification, or termination decisions
• learning capture into Affiliate Brain systems
This protocol governs how completed or paused campaign tests are reviewed.
It does not govern:
• initial offer selection
• creative production
• campaign launch setup
• financial approval before testing
• traffic platform build instructions
Those are governed by Affiliate Brain Architecture and related operational pages.
Definition / Rules
Position in Affiliate Brain Flow
Offer Intake
↓
Offer Intelligence
↓
Market Context
↓
Tracking Governance
↓
Research Intelligence
↓
Authority and Narrative Intelligence
↓
Structural Signal Audit
↓
Intent Declaration
↓
Velocity Decision Engine
↓
Testing Definition Protocol
↓
Phase 4 – Structured Testing
↓
Stage Progression Protocol
↓
Controlled Scaling Protocol
↓
Campaign Review Protocol
Core Principle
Campaign results must be interpreted using signal behaviour, not emotional reaction.
Individual outcomes such as:
• one sale
• one refund
• short-term profit
• short-term loss
must not override signal interpretation.
Campaign analysis must evaluate the entire signal ladder.
When Reviews Occur
Campaign reviews occur under the following conditions.
1. Exploration Completion
After the initial $250 test budget.
2. Signal Expansion Completion
After $750 cumulative spend.
3. Campaign Termination
When kill rules stop the campaign.
4. Scaling Preparation
Before a campaign enters controlled scaling.
Review Structure
Campaign reviews must examine five areas.
1. Traffic Performance Review
Evaluate:
• cost per view (CPV)
• click-through rate (CTR)
• engagement signals
Questions:
• Did the ad creative attract audience attention?
• Did the hook resonate with viewers?
Low CTR may indicate:
• weak hook
• poor targeting
• low creative quality
2. Intent Signal Review
Evaluate:
• primary optimisation signals
• cost per intent signal
• intent signal frequency
Questions:
• Did users demonstrate active interest in the offer?
Low intent signal rate may indicate:
• misleading hook
• weak call-to-action
• poor landing page alignment
3. High-Intent Signal Review
Evaluate:
• order page visits
• checkout interactions
• high-intent behaviour
Questions:
• Did the funnel move users toward purchase?
Low high-intent signals may indicate:
• weak bridge page
• poor VSL opening
• lack of trust signals
• unclear value proposition
4. Revenue Signal Review
Evaluate:
• purchase events
• CPA behaviour
• payout comparison
Questions:
• Did the campaign generate revenue behaviour?
Revenue signals must be interpreted cautiously when attribution gaps exist.
5. Signal Ladder Analysis
Campaign behaviour must be reviewed across the full signal ladder.
Healthy progression pattern:
Traffic
→ Engagement signals
→ Intent signals
→ High-intent signals
→ Revenue signals
Broken pattern example:
Traffic
→ Engagement signals
→ Intent signals
→ no high-intent signals
This indicates funnel friction.
Common Failure Patterns
Campaign reviews must identify structural failure patterns.
Examples include:
Weak Hook
• low CTR
• poor engagement signals
Weak Landing Asset
• high CTR
• low intent signals
Weak Funnel Persuasion
• intent signals appear
• high-intent signals absent
Weak Offer
• strong funnel signals
• revenue signals absent
Review Outcomes
Campaign reviews must produce one of four conclusions.
1. Terminate
The campaign demonstrates poor signals.
Action:
• stop campaign
• archive findings
2. Modify Creative
The campaign shows interest but weak engagement quality.
Action:
• create new ad creatives
• generate new hooks
• revise the opening angle
3. Modify Funnel
The campaign produces intent signals but weak high-intent behaviour.
Action:
• improve landing page
• improve bridge logic
• revise VSL or persuasion sequence
4. Continue Testing
The campaign demonstrates stable signal behaviour.
Action:
• advance to the next testing stage
• continue under structured testing discipline
Learning Capture Rule
Every campaign review must record:
• ad hook performance
• creative effectiveness
• funnel behaviour
• signal cost benchmarks
• audience response patterns
This information must feed future campaign decision-making.
Drift Protection
Campaign reviews must prevent:
• emotional decision making
• ignoring signal data
• scaling based on isolated purchases
• repeating known failure patterns
Architectural Role
This protocol converts testing results into structured learning.
It ensures every campaign contributes usable intelligence back into Affiliate Brain.
Learning compounds over time and improves campaign quality, interpretation precision, and future decision-making.
Change Log
Version: v1.1
Date: 2026-03-14
Author: MWMS HeadOffice / Affiliate Brain
Change: Rebuilt page to align with MWMS document standards. Added Document Type header, replaced Linked Canon and Last Updated with standardised metadata, introduced Purpose / Scope / Definition / Rules structure, normalised headings, and preserved the existing campaign review logic.
Version: v1.0
Date: 2026-03-07
Author: Affiliate Brain
Change: Initial creation of Campaign Review Protocol. Defined structured campaign analysis including traffic performance review, intent signal review, high-intent signal review, revenue signal interpretation, signal ladder analysis, and campaign outcome classification.
END – AFFILIATE BRAIN – CAMPAIGN REVIEW PROTOCOL v1.1