1. Define what a Waipahu result means
A location label can hide an important measurement problem. Waipahu CDP is a Census-designated place in Honolulu County, Hawaii. Your firm may describe service areas by community, county, practice area or another geographic boundary. Those labels are not interchangeable, and a population estimate cannot tell you how many people search for a lawyer or become clients. The first dashboard question should therefore be: what geographic relationship is being measured? A Waipahu page visit, a call from someone in Waipahu, and a matter attributed to a Waipahu campaign may be different records. If they are combined without a rule, the resulting total can be difficult to interpret.
Recommended approach
Ask Bosseo to review the geographic definitions used for rankings, leads, calls and matters. Decide whether Waipahu is a tracked target, a lead attribute, a service-area label, or more than one of these. Record the rule before comparing periods.
