Marketing & search · Practical guide

Use fair reporting periods before describing growth

One comparison window includes more operating days than the other. The apparent growth may reflect the reporting setup.

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What to change

The comparison should match the decision being made. Ask the analyst to state the duration, weekday composition and completeness of both windows, then explain any material business differences. A smaller but comparable subset can be more informative than a larger mismatched total. Retain the chosen filters with the report so the next review can reproduce the same comparison rather than unconsciously changing the basis of the conclusion.

A worked example

Illustrative example

Illustrative test: Compare two equal-length periods with similar weekday composition. A report might compare a complete month with the current month before it has ended. Showing the exact dates reveals that the apparent decline partly reflects missing days. The analyst prepares an equal-length settled comparison and notes a relevant practice closure. Your team can interpret the remaining difference with that context, while the saved filters ensure next month's review does not silently change the basis of comparison again.

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What this means for your practice

Two chart columns can look comparable while covering different numbers of days or different working patterns. Ask your analyst to state the exact periods, whether recent data is complete and any relevant differences in practice activity. A bank-holiday week or a partial month may need explanation before its total is compared with a normal period. Choose the comparison that matches the decision you are making and keep its filters with the report. A smaller, consistent comparison can be more informative than a dramatic percentage built on mismatched windows. Your team should be able to reproduce the basis of the claim at the next review.

How to check the result

The report explains its window selection and any remaining comparability limits.

A mistake to avoid

A visually equal chart width does not prove equal underlying periods.

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.

Checks to discuss

Record what you know, what is still missing and the answer you need from your team or supplier.

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Further reading

These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.

Related guides

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