What to review
Confirm the visit and conversion definitions. Look at channels, store availability and measurement periods before comparing rates.
A practical example
Conversion can improve while fewer people visit. A team needs to understand both changes before deciding whether a campaign has solved its demand problem.
Keep the claim in scope
An improvement among visitors cannot explain the decisions of people who never arrived.
Research and editorial context
Brand measures answer different customer and business questions. Keep the brand, market and period visible when interpreting a result. These notes provide analytical distinctions; they do not announce a new brand ranking, monetary valuation or verified customer score.
Examples illustrate a decision and do not describe a named organisation's conduct. This is a reference note, not a new research finding or an award outcome.
Read the relevant WCRC material
These links provide WCRC context. Individual properties retain their own eligibility, evidence requirements and limitations.