Editorial draft available to read. Factual and language review is pending. Examples are illustrative.
Decision and method
Separate the observed count from the available coverage. A rate is comparable only when its numerator and denominator describe the same population and window. Record what is missing: consent, technical failure, delayed loading or an unmeasured channel. An unobserved event does not automatically mean lost business.
Illustrative example
Illustrative example: 12 forms are recorded across 600 observed sessions. The 2% rate describes those sessions only. If the CRM contains 20 enquiries for the same period, the remaining eight need reconciliation; they do not establish an overall conversion rate without knowing the missing sessions or channels.
Acceptance check
Publish the population, period and limitations next to the indicator. Reconcile a sample of enquiries across sources and retain an unattributed category. Accept the review when a reader can explain the difference between systems without inventing precision that the underlying records cannot support.
Key takeaways
- Show observed and unknown data separately rather than completing the report with invisible assumptions.