What to change
Compare the exact dimensions before reconciling totals. Similar source labels can answer different questions about the same multi-visit journey. Ask each report owner to state the scope and relevant attribution settings, then demonstrate them with a fictional repeat visitor. If the questions differ, present the measures separately with clear names. Forcing agreement by altering filters can remove useful distinctions and still leave the underlying definitions inconsistent.
A worked example
Illustrative example
Illustrative test: The analyst explains why the journey receives different labels in the two views. Preserve both report definitions in the handover so later analysts can reproduce the explanation. A fictional person first arrives through an email and returns later through search before submitting an enquiry. Two dashboards may legitimately credit different parts of that journey because one describes first acquisition and another a later visit or action. The analyst names those questions and demonstrates their settings. The practice keeps both useful views with clear labels instead of changing filters until two fundamentally different measures happen to agree.
What this means for your practice
Two reports can use the word Source while answering different questions. One may describe how a person first arrived; another may describe the current visit or credit for a particular action. Ask each report owner to state the exact question and settings behind the measure. Then use a fictional person arriving through two channels on separate visits to demonstrate the difference. If both reports are useful, keep them with clear names rather than changing filters until their totals happen to match. The practice should be able to explain why the labels differ and which view supports the decision at hand. Matching column headings alone do not establish matching definitions.
How to check the result
Each dashboard has a clear question and justified interpretation.
A mistake to avoid
Matching column headings do not establish equivalent measurement definitions.
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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