Marketing & search · Practical guide

Check time zones before treating daily totals as missing activity

Two systems assign the same test occurrence to different calendar days because their reporting time zones differ.

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What to change

Compare time-zone settings before treating the mismatch as missing data. Ask each system owner to explain whether exports use local reporting time, UTC or another configured zone. Preserve the original time information during reconciliation and convert deliberately for the report's chosen view. Test an occurrence near the relevant boundary using fictional records, then document the expected allocation so future analysts do not repeatedly move it between periods.

A worked example

Illustrative example

Illustrative test: The same test activity is accounted for once in the agreed reporting window. A fictional enquiry near midnight may appear on one date in an export using local time and another in a source using UTC. The analyst retains the original timestamps and converts deliberately into the agreed reporting view. The activity is accounted for once in the appropriate window. Recording that convention prevents future reviewers from treating the same explained boundary difference as missing data or repeatedly adjusting rows by hand.

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What this means for your practice

Two systems can place the same occurrence on different calendar days because they use different time zones. Before correcting rows manually, ask each report owner to explain how its timestamps are recorded and displayed. Preserve the original time information, then agree the reporting view used for comparison. A fictional event near the relevant day boundary can demonstrate why the totals differ. The aim is to count the activity once in the chosen window, not to force every source to look identical without an explanation. Keeping the convention in the handover prevents future analysts repeatedly moving the same observation between days or losing the evidence needed to reconcile it.

How to check the result

Differences are explained by a documented convention rather than manual row adjustments.

A mistake to avoid

Dropping time-zone information can make later reconciliation impossible.

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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