Choose the journey stage

For a Tap Tap Go referral programme, define the starting event and the outcome being measured. Invitations sent, unique recipients reached and people who enquire are different groups. A high percentage from a small selected group should not be presented as the result for the entire campaign.

Keep the underlying counts

Report the numerator, denominator and period together. Separate repeat interactions and unconfirmed events according to the actual measurement process. The aim is to understand where the programme helps people progress, not to choose the denominator that creates the most impressive headline.

Imagine this

Hypothetical programme scene

Hypothetically, 100 invitations produce 20 qualified enquiries and five purchases. Purchase conversion is 5% from invitations and 25% from qualified enquiries. Both ratios are correct, but they describe different parts of the journey.

Make it practical.

Use this checklist as you read. Checks are not stored.

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