Read visits and purchases without inventing a diagnosis

Use comparable metrics from the same period. Impressions, visits, preview opens and purchases describe different steps.

Reviewed 2026-09-23 · Original editorial checklist · Examples are synthetic

Scenario: 2 purchases after 20 comparable visits gives a descriptive rate of 10%. That small sample does not establish that the title, preview or price caused the outcome.

1. Keep the original report and its date range. Record what a visit means in that report before combining rows.
2. For the traffic importer, map columns to title, visits, purchases and revenue. Do not rename impressions as visits or net earnings as gross revenue.
3. Leave missing evidence unresolved rather than entering zero. Use one currency and the same attribution window.
4. Save one listing revision and its actual publication date. Compare equivalent periods while noting seasonality, promotions and other changes.

Before you move on

Can you reproduce each number from its source and explain the denominator without guessing?

Reference: TPT’s explanation of Search Analytics and its limits.

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