Start with the decision

Write the decision you need to make: which message to revise, which audience to study or which format to continue. Define the outcome that matters to that decision. Separate exposure measures from engagement and completed actions. A high view count can be useful context without proving that the campaign achieved its purpose.

Create a consistent comparison

Compare similar time periods and record the source of each measure. Note campaign changes, paid distribution and differences in audience size. Define the denominator of every rate. Missing tracking, platform definitions and small samples can make apparently precise comparisons misleading.

Interpret with care

Look for patterns across several observations before treating one post as a reliable rule. Describe plausible explanations without presenting them as established causes. Where possible, change one factor at a time in the next test. Record what the data can answer and what remains uncertain.

Practice task

Create a table for five hypothetical posts with objective, reach, relevant actions and a clearly defined rate. Write one observation, two possible explanations and one next test. Do not invent a performance target as though it were an industry standard. Choose a target appropriate to the project and label its basis.

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