Counterfactual
What would have happened without the change. Estimated here by asking what the affected leads would have been worth had they only followed the control group's trend.
Why it matters
It is what converts a percentage into money. The gap between the counterfactual and what actually happened, across a named count of real deals, is a figure somebody can take to a board.
What goes wrong
A percentage does not survive a renewal meeting. About $46,000 more closed revenue than the market trend accounts for, across 164 resolved leads, does, because every part of it can be checked against the CRM by the person doubting it.
Next to this
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.