Define the review period
Write the campaign’s start and end dates before looking at results. Keep the reporting time zone where it is available. A selected-date report and a rolling-period figure may cover different activity, even when captured on the same day.
Keep baselines consistent
Use the same metric and reporting scope for before-and-after comparisons wherever possible. Save the filter settings with the evidence. A screenshot showing only a number can omit the date range that gives the number meaning.
Explain the limits
If matching periods are unavailable, describe the mismatch rather than calculating a precise uplift from incompatible figures. Other releases, promotion and ordinary listening may also affect the period. Avoid treating a period total as direct evidence of one service request.
Decision checklist
| Decision | What to check |
|---|---|
| Dates | The intended campaign interval |
| Scope | Comparable metric and period type |
| Evidence | Saved filters and observation times |
Worked example
Imagine a campaign runs during one week, but the comparison screenshot covers the previous month. Reconfigure the report or state the mismatch before drawing conclusions about the illustrative request’s results.
Example figures explain the decision; they are not current prices or promised results.