What to change
Search performance describes discovery, while the practice's business questions concern later actions. Ask the analyst to identify the landing pages behind the click change and compare their approved onward measurement where it exists. If that measurement is missing, state the gap and plan a suitable check. Do not convert additional clicks into estimated patients or revenue without a defensible connection between the stages.
A worked example
Illustrative example
Illustrative test: Compare a guide's search clicks with its recorded onward actions, where available.
How to check the result
The conclusion states which stage improved and which remains unverified.
A mistake to avoid
Search clicks are not interchangeable with patients, bookings or qualified enquiries.
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.
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Further reading
These primary sources provide additional context for the project decisions above.
Related decisions
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