Check data quality before explaining a growth trend
AI-assisted editorial field note · Educational planning framework
What data-quality checks should precede a growth report?
Check completeness, duplicate records, event meaning, time alignment and any recent tracking changes. An apparent trend can arise from delivery or measurement errors rather than user behaviour. Review the underlying records before writing a persuasive explanation. A clear statement of coverage is more useful than a precise-looking chart built on inconsistent data.
Put it into practice
Look for missing periods
Inspect gaps and delayed records around deployment or system incidents. Distinguish a true zero from a period when measurement was unavailable.
Check duplication
Look for repeated events caused by retries or double counting. Define an appropriate deduplication rule without discarding legitimate repeated user actions.
Compare event semantics
Verify that the same label still describes the same outcome. A newly counted click is not automatically comparable with a previously counted completed task.
Reconcile a small sample
Trace several report entries to actual source records. Use the exercise to test filters, timestamps and classifications before trusting the aggregate.
A worked example
Illustrative scenario — not a customer case study
An enquiry chart doubles after a release because the submit action is recorded before validation and again after storage. The business did not suddenly receive twice as many accepted messages. Correcting the event definition and marking the affected reporting period prevents an invented growth story.
Make the next decision
Explain a trend only after material quality issues are understood. Publish provisional figures with their limitations when complete reconciliation is not yet possible.
A mistake to avoid
Do not silently rewrite history after changing measurement. Preserve a note explaining the correction and which periods are comparable.
Can I report data that is incomplete?
Yes, when the limitation is clear and the decision can tolerate it. Avoid using incomplete coverage to support a precise claim that requires a reliable full count.
Take the next step
Check the broader business context with the free six-question assessment. Use your own evidence to choose the next action.
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