What to change
Missing evidence is not a positive result. Ask whether relevant grouped or origin-level information is available and describe its scope honestly. Use controlled tests on the important page to identify practical issues while acknowledging that those tests do not recreate every real visitor condition. Keep the route in the representative monitoring sample and avoid inventing a field score from unrelated pages simply to complete the dashboard.
A worked example
Illustrative example
Illustrative test: The report labels the page's field result unavailable while retaining its actual lab observations. An important service guide may have no individual field-data result in a performance tool. The supplier reports that absence explicitly, reviews any broader site evidence with its proper scope and runs a controlled page test. Your team keeps the guide in future samples. This supports a useful current decision without marking an unmeasured page as passed or presenting a domain-wide figure as though it described that exact route.
What this means for your practice
A tool may have no page-level visitor evidence for an important guide. That is neither a pass nor proof of a problem. Ask your supplier whether broader grouped information exists and label its scope honestly. Use controlled tests to investigate the specific page while recognising that they do not reproduce every real visitor's device or connection. Keep the page in your representative sample and record what remains unknown. Avoid borrowing a score from unrelated pages merely to fill an empty dashboard cell. The practice can still make a sensible decision from available evidence when its limits are explicit and the next useful check is clear.
How to check the result
The owner sees the evidence gap and the usable alternative check.
A mistake to avoid
Origin-level results should not be presented as measurements of every individual page.
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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