Analytics Workflow

Define the question before reading the result

Performance and Experiments serve different evidence needs. Performance describes what happened around an action; a well-designed experiment can support a stronger incremental conclusion.

Choose the appropriate evidence route

• Use performance reporting for exposure, interaction, conversion and source-linked influence.
• Use an experiment when the decision requires a comparison, baseline and defined measurement window.
• Keep influenced revenue distinct from incremental uplift.
• Treat insufficient evidence as an honest outcome state.

Return the learning

Record the question, action, baseline, timeframe, outcome and conclusion together so future briefings do not lose the meaning of the result.