{
  "instructions": "Copy template for each comparison. Preserve creative IDs, definitions, result sources, uncertainty, and the decision. The sample is hypothetical.",
  "template": {
    "test_id": "",
    "decision_owner": "",
    "question": "",
    "hypothesis": "For [audience/context], changing [creative element] is expected to affect [observation], informing [decision].",
    "control": { "creative_id": "", "master_id": "", "description": "" },
    "treatment": { "creative_id": "", "parent_master_id": "", "changed_dimensions": [], "held_constant": [] },
    "delivery": { "network_product": "", "audience": "", "geography": "", "placement": "", "platform": "", "dates": "", "allocation_method": "", "spend_or_exposure_context": "" },
    "primary_observation": { "name": "", "formula_or_event_definition": "", "window": "", "source": "" },
    "guardrails": [],
    "known_confounders": [],
    "decision_rule": "",
    "result": { "status": "not_started", "control_value": null, "treatment_value": null, "uncertainty": "", "source_reference": "" },
    "decision": "keep | iterate | replace | investigate | inconclusive",
    "next_action": ""
  },
  "hypothetical_sample": {
    "label": "HYPOTHETICAL NUMBERS - NOT A CAMPAIGN RESULT",
    "test_id": "SAMPLE-INSTRUCTION-01",
    "question": "Does a shorter instruction increase starts without reducing completion among starters?",
    "hypothesis": "For the same fictional audience and delivery, shorter opening copy is expected to increase starts while holding completion among starters within the campaign owner's guardrail.",
    "control": { "creative_id": "M01", "master_id": "M01", "description": "Long instruction" },
    "treatment": { "creative_id": "V01", "parent_master_id": "M01", "changed_dimensions": ["opening_copy"], "held_constant": ["mechanic", "art", "difficulty", "reward", "CTA"] },
    "delivery": { "note": "All allocation fields must come from the real campaign owner; omitted in this fictional example." },
    "primary_observation": { "name": "start rate", "formula_or_event_definition": "recorded starts divided by impressions", "source": "fictional" },
    "guardrails": ["completion among starters", "attributed installs", "downstream quality when mature"],
    "result": {
      "status": "hypothetical",
      "control": { "impressions": 100000, "starts": 4000, "completions": 1600, "attributed_installs": 480 },
      "treatment": { "impressions": 100000, "starts": 4600, "completions": 1610, "attributed_installs": 475 },
      "uncertainty": "No statistical method, allocation evidence, attribution context, or downstream cohort is supplied. No campaign conclusion is valid."
    },
    "decision": "inconclusive",
    "next_action": "Define the campaign method and guardrails before using real data."
  }
}