An unusual number is a signal, not an explanation. Triage separates a real change from tracking, timing, data, or definition problems before the team changes a working campaign.
Confirm the signal
Check the metric definition, time zone, date range, segment, and comparison period. Reproduce the value from the source of truth. Record when the anomaly began and whether it affects one channel or several.
Check the data path
Review tracking changes, form events, imports, filters, and reporting delays. Compare raw events with dashboard totals when possible. The marketing reporting exception review helps structure this pass.
Test plausible causes
Check campaign, audience, landing page, sales follow-up, and external timing changes. Rank causes by evidence instead of choosing the most convenient story.
Decide the response
Label the issue as confirmed, explained, still investigating, or not reproducible. Assign the next action and owner. Pause or change a campaign only when the evidence and risk justify it.
