1. Define the Falcon Heights geography before reviewing ROI
A city label can hide an important measurement choice. Falcon Heights is recorded as a municipality in Ramsey County. Your firm may serve clients across the county, the broader metropolitan area or Minnesota, but those are not interchangeable with Falcon Heights. A dashboard review should therefore distinguish a Falcon Heights target from a Ramsey County target and from a wider service area. The population estimate is context, not a forecast of cases or callers. Ask how the dashboard identifies a city, whether a lead’s location is available by the person or inferred from another field, and how ambiguous locations are handled.
Recommended approach
Bring a written geographic taxonomy to the consultation. At minimum, separate Falcon Heights, Ramsey County, any wider metropolitan area you serve and statewide activity. Decide which geography belongs in the primary decision and which belongs in context. Do not approve a budget change because a larger geographic roll-up appears stronger than the city-level result you intended to evaluate.
