An enquiry, a qualified conversation and a sale are different business events. A report should define which one it counts, the period and currency used, and the limits of its attribution.
What to check
- Check that spend and reported revenue use the same date range.
- Separate form submissions from enquiries accepted by the sales team.
- Compare platform-reported purchases with actual orders.
- State how returns, cancellations and attribution windows affect totals.
- Examine changes in the offer, landing page, stock and response capacity.
- End with the next decision, its owner and the evidence needed.
Practical example
A campaign with many unsuitable enquiries can be less useful than a smaller campaign producing relevant conversations. This is a comparison method, not a claim about any client result.
Decision standard
The report should make clear what can be verified, what remains uncertain and which action follows from the evidence.
