An event needs a definition.

A click, a page visit, a form submission and a qualified enquiry represent different things. Describe exactly what action creates a record and where that record is collected. A label such as “conversion” is incomplete without that definition.

Reports can change as delayed outcomes arrive. Note the reporting window, the attribution assumptions and whether tracking changed. Comparing two totals without those conditions can create a false story.

A lower count is an observation. A claim about why it fell is a hypothesis. Ask which additional evidence would help distinguish demand, measurement, traffic mix and website issues.

Write a small fictional journey from ad click to enquiry. Define each event and one thing it cannot establish. This exercise is useful without collecting real customer data or connecting analytics software.

Use the Measurement focus in the practice planner, then try the unclear-metric scenario in the rehearsal room.