"Hypothesis","Audience / offer","Channel","Measurement verified?","Evidence period","Observed visits / events / orders (keep units distinct)","Qualitative evidence","Change tested","Decision / uncertainty","Owner / next review"
"","","","","","","","","",""
"","","","","","","","","",""
"","","","","","","","","",""
"","","","","","","","","",""
"","","","","","","","","",""
"","","","","","","","","",""
"","","","","","","","","",""
"","","","","","","","","",""