Marketing & search · Website help · Report reconciliation

A reporting join silently drops unknown sources

A channel lookup table has no entry for an unfamiliar source, so those rows disappear from the dashboard.

What to change

Missing classification should remain visible as an unresolved category rather than vanish from the total. Ask the analyst to compare the input row count and measure total with the output after joining the lookup. Add a deliberate unknown label to a test sample and confirm how it is represented. Assign ownership for reviewing new source values without automatically treating them as errors or inventing a channel to make the table look complete.

A worked example

Illustrative example

Illustrative test: The fixture includes one known source and one unknown source, both contributing to the total.

How to check the result

The report preserves all eligible activity and identifies unresolved classification.

A mistake to avoid

A tidy list of channels is not evidence that no observations were lost.

Your action checklist

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.

Decisions to record

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Healthcare marketing planning with an editorial calendar, audience question and campaign brief.
Start with the audience question and a clear content brief.
Healthcare marketing enquiry journey connecting a service page, message and appointment calendar.
Connect the public promise to a supported next step.
Healthcare marketing measurement illustrated by a dashboard, comparison bars and inspection lens.
Check the evidence and definitions behind the report.

Further reading

These primary sources provide additional context for the project decisions above.

Related decisions

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