What matters
Date ranges affect how inquiry and decision totals relate. Explain whether the analysis follows inquiries created in a period or outcomes recorded in it, and avoid comparing groups with different time to reach a decision.
Put it into practice
- Define the event date used
- Use comparable timeframes
- Identify pending decisions
An example in practice
A recent campaign has quotes still under review. The business separates these from older inquiries whose decisions have already been recorded.
What to track
Compare equivalent groups with the same event-date rule.