Three evidence categories
- Reported platform metric: a number displayed or supplied from a campaign or commerce system, subject to its definitions.
- Project scope: work or deliverables described for an engagement; it does not establish downstream impact.
- Confirmed business outcome: a result reconciled to an appropriate business record for a defined period.
What a publishable case study needs
Each performance case should identify the client or approved anonymized description, market, business question, delivery contribution, dates, source system, metric definition, comparison basis and limitations. Client permission should cover the name, visuals and data being disclosed.
A percentage change needs both a baseline and a comparison period. A rate needs a numerator and denominator. Attribution should distinguish the team’s contribution from other factors that could affect the result.
How to read the current collection
The current collection includes reported metrics and strategic-scope examples. Where the published record does not state the campaign dates, qualification criteria or revenue reconciliation, we do not infer them. Historical examples are not a forecast or guarantee for another business.
From click to revenue
A click is not a lead. An enquiry is not automatically qualified. A qualified opportunity is not a completed sale. Reports should preserve these distinctions and avoid counting an attempted request as confirmed receipt.
See conversion and measurement implementation for the workflow connecting events to real enquiry destinations.