Marketing & search · Website help · Report reconciliation

Report time zones shift activity between days

Two systems assign the same test occurrence to different calendar days because their reporting time zones differ.

What to change

Compare time-zone settings before treating the mismatch as missing data. Ask each system owner to explain whether exports use local reporting time, UTC or another configured zone. Preserve the original time information during reconciliation and convert deliberately for the report's chosen view. Test an occurrence near the relevant boundary using fictional records, then document the expected allocation so future analysts do not repeatedly move it between periods.

A worked example

Illustrative example

Illustrative test: The same test activity is accounted for once in the agreed reporting window.

How to check the result

Differences are explained by a documented convention rather than manual row adjustments.

A mistake to avoid

Dropping time-zone information can make later reconciliation impossible.

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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