THE MEASUREMENT DESK
Before the gap,
check the
comparison.
Two reports can count different things. Write the counts, then inspect the definitions behind them. This tool calculates a difference; it does not establish why it happened.
Prepare a comparison to see the arithmetic.
Review the definitions as well as the counts.
Whole counts from 0 to 1,000,000 are supported. Nothing is saved automatically.
Same word.
Different boundary?
What counts as the outcome?
A submitted form, a validated enquiry and a sale are different events. Name the actual event before comparing a count labelled “conversion”.
Which period does it belong to?
Reports may associate activity with different moments or apply different processing delays. Check the current definitions in the reporting products you use.
How is credit assigned?
Attribution and deduplication rules can change which interactions receive credit and how many outcomes are counted. Equal date ranges do not resolve those differences.
WRITE THE LIMITATION TOO
A precise calculation
can still leave
an open question.
Keep the arithmetic separate from your explanation. If the source definitions remain uncertain, say so in the handover. This site’s practice counts are fictional and carry no performance promise.
Keep a record of the check