What to change
A query row can be absent because of the report's visibility, filtering or export limits. Ask the analyst to check those mechanics before interpreting the absence as measured demand of zero. Related page totals and nearby query groups may provide context, but they cannot reconstruct an exact missing value. State what is unavailable and avoid using the missing row alone to justify removing a useful page.
A worked example
Illustrative example
Illustrative test: Compare an on-screen filtered table with its exported version. A manager may search an export for a familiar phrase and find no row, then propose retiring the associated guide. The analyst checks the filters and export limits and reviews the page's broader observations. The missing phrase remains unavailable evidence, rather than being assigned a fabricated zero. The content decision also considers whether the guide still answers a real client need that the visible query table cannot fully describe.
What this means for your practice
A search phrase disappearing from an export does not automatically mean nobody used it. Report filters, available detail and export limits can affect which rows you see. Ask the analyst to check those conditions before describing demand as zero. Related page totals may provide context, but they cannot establish an exact value for the missing row. This matters when deciding whether a guide remains useful: a missing report line alone is a weak reason to remove content that serves a real client question. State what is unavailable and use other relevant evidence rather than replacing the gap with an invented estimate.
How to check the result
The explanation distinguishes a missing reported row from a measured zero.
A mistake to avoid
Do not manufacture exact demand estimates from incomplete query tables.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
Need help with this?
Tell us what is getting in the way. Kay & Co. can help you understand the options and turn the next step into something that works for your practice.
Explore marketing & search services or discuss your project.
Try the free Healthcare Digital Planner to find your starting priority.