What to change
Decompose the total before diagnosing a conversion problem. Ask the analyst to show each relevant channel's traffic share and action rate using consistent definitions. Compare like channels across the chosen windows, then explain how the mix affects the combined number. This can reveal an audience shift without claiming that the website became worse. Keep unknown channels visible and avoid using the exercise to dismiss a genuine decline within a specific segment.
A worked example
Illustrative example
Illustrative test: A fictional increase in informational visits lowers the overall rate while service-campaign behaviour stays stable.
How to check the result
The report separates mix effects from within-channel changes.
A mistake to avoid
A stable aggregate can also conceal one deteriorating segment and another improving one.
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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