Analytics Quality Check
A practical review for making sure the numbers used in marketing or operations reports actually describe the intended events.
Working record
| Check | What to do | Evidence to retain |
|---|---|---|
| Event definitions | Specify the action, trigger and deduplication rule represented by each event. | The event definitions record, its source and the person responsible for resolving missing evidence. |
| Source | Identify the record or system supplying the information and who can verify it. | The source record, its source and the person responsible for resolving missing evidence. |
| Date range | Use a defined start and end date across the reports being compared. Record the timezone. | The date range record, its source and the person responsible for resolving missing evidence. |
| Attribution | Record the model and conversion window used. Explain differences between source systems before comparing results. | The attribution record, its source and the person responsible for resolving missing evidence. |
| Exceptions | Document the cases the normal process cannot complete and who should resolve them. | The exceptions record, its source and the person responsible for resolving missing evidence. |
Review the decision
A practical review for making sure the numbers used in marketing or operations reports actually describe the intended events. Keep event definitions, source, date range attached to the conclusion so the next owner can challenge the assumptions. Resolve missing evidence before treating this record as approval.
Continue the decision
How to Build a Simple Marketing Measurement System · Customer Acquisition Cost: A Practical Business Guide.
Calculation and source notes
Keep the displayed formula, input units and model scope with the result. Corrections or questions can be sent through the request section on this page.
Content updated: October 11, 2026