LESSON 1 OF 6 · ADVANCED
Define the unit and time window
Choose whether you are counting people, applications, conversations or events and keep the definition stable. State the time period and population. A person can have multiple interactions, so event totals should not be presented as unique candidates. For conversion, use a cohort that can be followed through the relevant stages.
Write definitions for outreach, conversation, qualified candidate, offer and start.
About 2 minutes reading + 12 minutes practice. Take longer when needed.
Apply the method
Write a metric definition before building a dashboard. Identify the unit counted, population, event, time period, source and exclusions. Keep unique people separate from repeated events. For conversion, use a cohort that can be followed through the stages and give it sufficient time to mature. Calendar-month activity can still be useful, but it answers a different question from cohort conversion. Document the distinction beside the metric. Ask another team member to reproduce a small sample calculation from the definitions before relying on the headline.
A worked application
Fictional example: A recruiter makes 100 calls to 30 people and completes 12 conversations with 10 of them. The report shows 100 call events, 30 unique people contacted and 10 unique people with conversations. It does not divide 12 conversation events by 100 people and call that a unique-person response rate. The exact event and person counts remain separate.
Common mistake to avoid
Do not let a familiar label such as response rate conceal incompatible units or populations.
Work through the case
FICTIONAL SCENARIO
A month has 100 calls to 30 people. Calling that 100 candidates exaggerates reach and makes response rates meaningless.
Make it practical
Write definitions for outreach, conversation, qualified candidate, offer and start.
Compare your reasoning with a worked response
Each definition should say what evidence qualifies and whether repeat events count. Keep event counts separate from unique people.
Takeaway
Use the method to explain your decision, identify what you still need to verify and choose an accountable next step.
Treat the response as a model for reasoning, not the only possible wording. Adapt it to the role, evidence and appropriate organizational guidance.