The decision
Compare the intended downstream action with a consistent denominator and context. Treat opens as one signal whose measurement may be affected by the receiving software.
Rehearse this before accepting the change
Create a sample report where opens increase but completed enquiries fall. Check that the commentary identifies the disagreement instead of calling the campaign successful.
Use fictional examples and an authorised test environment. Record what happened, the evidence you inspected and any issue that still needs a responsible owner.
Choose a useful measure
Report primary action completions per delivered message alongside the limitations of the measurement.
Agree the definition and baseline with the team doing the work. Review the result over a comparable period and note other changes that could affect it.
Your planning worksheet
Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.
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Further reading
These primary sources provide additional context for the project decisions above.
Related decisions
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