Learning Outcomes
- Explain the core idea in plain language.
- Find the relevant report or setting.
- Interpret the result without jumping to conclusions.
- Choose one practical next action.
Module 7 · Lesson 5
Filters, Comparisons and Date Ranges
Use precise comparisons to reveal trends rather than relying on snapshots.
Why It Matters
Use precise comparisons to reveal trends rather than relying on snapshots.
Good analytics is not about collecting every possible number. It is about answering useful questions accurately enough to improve the website.
Practical Method
- Start with a question. Decide what you need to understand before opening a report.
- Choose the correct source. Use Analytics for on-site behaviour, Search Console for Google Search performance and Site Kit for convenient WordPress summaries.
- Check the date range and filters. Avoid comparing unlike periods or filtered data.
- Look for context. Campaigns, seasonality, website changes and small sample sizes can alter results.
- Record one action. Make a measured improvement, note the date and review the effect later.
Ian's practical tip: Never change a page because one number looks low. Check the goal, traffic source, date range and visitor intent first.
Practice Task
Open the most relevant report for this lesson. Record the date range, one useful observation, one possible explanation and one action worth testing.