What to change
Keep unlike actions separate unless a clearly explained combined measure is useful. The practice needs to know what each event proves and what remains unverified. Ask the supplier to list the contributing event definitions and show a fictional journey containing several of them. That example will reveal whether the same person can contribute multiple times. Rename the headline or change its construction before using it for cost-per-enquiry or growth claims.
A worked example
Illustrative example
Illustrative test: A visitor clicks a phone link and later submits a form; both actions remain distinguishable. A fictional visitor may tap the phone link, abandon a form attempt and later send one accepted enquiry. Adding all three actions into a lead total would imply more verified outcomes than the evidence supports. The analyst keeps the components visible and names any combined measure as activity. Reception's accepted test request provides a separate comparison, preventing the dashboard from presenting those actions as three unique patients.
What this means for your practice
A phone-link click, a failed form attempt and an accepted submission prove different things. Adding them into one number labelled Leads can imply more verified enquiries than the practice received. Ask the supplier to list every contributing action and explain its evidence. Then trace a fictional visitor who clicks a phone link and later submits a form. That journey may contribute multiple actions without representing multiple people. If a combined activity measure remains useful, name it clearly and keep the parts visible. Before using it for cost-per-enquiry or growth claims, make sure the calculation supports that interpretation rather than borrowing certainty from a familiar commercial label.
How to check the result
The dashboard describes measured actions without implying two independently verified enquiries.
A mistake to avoid
A combined activity count should not be presented as unique patients.
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
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