The decision
Agree event definitions before comparing channels. Separate attempts, completed contacts and qualified enquiries so the report reflects what was actually observed.
Rehearse this before accepting the change
Use a fictional journey containing two phone clicks and one form submission. Check how the dashboard counts it and whether that matches the agreed definition.
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 qualified enquiries with a clear denominator and the share whose outcome is unknown.
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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