Build a measurement chain
Connect objective, audience, eligible Shopify behavior, incentive response, commercial outcome, and decision. Each link should have a definition, source, owner, and reporting cadence.
Preserve useful dimensions
Keep campaign version, date, product scope, customer cohort, qualification reason, and order-change status available for analysis while minimizing unnecessary personal information.
Report uncertainty honestly
Campaign results can move with media, inventory, pricing, seasonality, customer selection, and broader demand. State what the data supports and what would require a stronger experimental design.