Channel relabelling looks like new campaign growth

What to change

Distinguish classification changes from changes in underlying activity. Ask the analyst to apply the old and new rules to the same fixed sample of source labels, then show which records move. Annotate the reporting break and keep the original definitions accessible for later comparisons. The business narrative should describe what changed because of the rule rather than treating a newly prominent channel row as proof that additional people arrived.

A worked example

Illustrative example

Illustrative test: The same sample produces an explained redistribution between categories without inventing extra visits.

How to check the result

The manager can separate relabelling from measured changes in demand.

A mistake to avoid

Renaming a reporting category does not create new visitors or 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.

Decisions to recordRecord the channel definitions before and after the change.Compare their treatment of an identical illustrative source sample.Update the report explanation with the classification effect.

Evidence, open questions and decisionsNext action and responsible role

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