Skip to content
Chandler Nguyen
← All worked examples

GreenLeaf Wellness sells subscription supplements in the US and is testing a UK launch on ingredient transparency.

Fictional company · synthetic data

Phase 4 of 6

Phase 4 of 6

Improve the campaign

Completion fell. What should the team change, and what is still unknown?

The synthetic example data show a decline but do not identify its cause. Compare each group after its full seven-day period to decide what to investigate.

The work · Dated signal, diagnosis and decision trail

What the team knew, and when

The comparison is retrospective. Compare the groups after both seven-day observation periods have ended.

September 1–7
Week 1: 3,780 of 8,400 paid-mobile starts completed.Seven-day observation window. Cohort is a retained-journey count.
September 8–14
Week 2: 2,352 of 8,400 paid-mobile starts completed.Seven-day observation window. Both fictional cohorts were built using the same rules.
September 21, 23:59:59 UTC
First comparison after Week 2’s seven-day observation period.Both seven-day observation periods had ended; the figures were recorded on September 22.
Decision
Investigate audience mix and the mobile journey before moving budget.Cause remains unresolved; no early alert is claimed.

Why this choice

The decline is observed; the cause is not. A change in audience mix and a defect in the mobile journey can both lower completion, and this dataset cannot separate them.

Next step

The diagnostic question, comparable cohorts and evidence requests go to reporting.

Inspect further: Evidence that would change the recommendation

The team should name this before looking at another chart.

  • Version-assignment records showing a different quiz build in Week 2.
  • Event capture that missed completions on one mobile browser.
  • A creative or audience change large enough to explain the mix shift.
  • A reproduced journey that fails before the completion event.
Full reference: Monitoring and decision log

Record what changed, where the figures came from and when both seven-day periods ended. The monitoring steps below are a proposal; they did not happen in this example.

  • Proposed early monitor: launch day through hour 48, check delivery, consented event capture and duplicate journeys at the start and end of each shift. Owner: growth lead with analytics support. Stop and investigate if events fail reconciliation; this example does not claim an alert fired.
  • September 1–7 and September 8–14: compare each paid-mobile cohort after its seven-day window. Week 2 is lower; audience mix and mobile journey remain competing explanations.
  • The first full comparison was possible September 21, 23:59:59 UTC. Before changing budget, compare audience composition and the mobile journey, and confirm which page version visitors saw.