Label every number
Record whether each figure is a lifetime total, a date-filtered platform metric, an order quantity or a website event count. These numbers can all be useful without being directly comparable. A report should identify the source and period beside each metric.
Compare the same target
Use the exact Pin included in the order and the destination active during the relevant period. Reused images and changed landing links can introduce unrelated observations. Keep any aggregation across Pins explicit rather than presenting it as a single item's result.
Avoid unsupported reconciliation
Do not force unlike counters to match by subtracting one from another. A save, a Pin interaction and an outbound visit describe different actions. Explain what each measure can establish and use the panel's specification when reviewing delivery, while evaluating business outcomes through their own evidence.
Decision checklist
| Decision | What to check |
|---|---|
| Period | Lifetime or campaign window |
| Target | Same selected Pin |
| Unit | Same named action |
Worked example
A hypothetical report lists 800 lifetime saves and 120 website visits during one week. Those figures do not imply that 680 visitors failed to arrive. They use different units and periods, so each should be interpreted under its own definition.
Example figures explain the decision; they are not current prices or promised results.