The editorial decision

For each number in an article, ask what is being counted, over which period and from which source. A user total, active-user count, transaction volume and revenue figure describe different things. Do not exchange their labels because one sounds stronger. Percentages need a denominator, and growth claims need a comparison period. If a number is management-supplied rather than independently verified, represent that status accurately in the wording.

A working method

Create a number review sheet alongside the copy. Include unit, currency, geography, period, definition, source and rounding method where relevant. Recalculate arithmetic from the inputs rather than copying a total from an old presentation. Check whether the headline makes a broader claim than the underlying data. When reliable information is unavailable, explain the gap instead of inventing precision. Keep illustrative calculations visibly separate from operating results, even if both appear in the same commercial story.

Imagine this

Hypothetical example

A draft uses “users” for everyone who registered, while the headline implies current active customers. The editor corrects the definition and period, identifies the source and removes the unsupported implication. The resulting number may be less dramatic, but it now supports a meaningful discussion.

Make it practical.

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

References & further reading

Further reading: Google people-first content guidance ↗

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