The acquisition desk
A number is useful only with its definition, source and comparison base.
Evidence review
The useful distinction is the denominator: clicks for a selected keyword set are not a direct count of visits from an AI answer. Preserve the original label when comparing vendors.
Evidence review
Do not divide the deal headline by the annual appointment count: the time windows differ. A conversion rate needs the same cohort followed through its sales cycle.
Evidence review
This is an example of a connected delivery model. The reported pipeline measures potential commercial value; it cannot be booked as revenue or treated as profit.
Evidence review
Different growth rates can be useful for diagnosing the journey, but they do not by themselves prove that a redesign caused the change. Inspect audience mix and qualification rules.
Evidence review
A new airline changes distribution, route availability and awareness while campaigns run. An increase during launch is not a reusable forecast for a mature business.
Evidence review
Two buying paths should not share an unexplained lead-quality rule. A homeowner enquiry and a professional partnership require separate definitions and routing.
Evidence review
A higher share of enquiries from owned channels may change control and cost. It does not automatically mean the business acquired additional customers rather than shifted their route.
Evidence review
The reported figure is labeled ROMI, not ROAS or profit. A course enquiry also does not establish an enrolment or retained customer. Keep both definitions in the brief.