Define the result before choosing the chart
Name the metric precisely: search clicks, qualified enquiries, completed purchases and revenue answer different questions. Record the account, report, filters, timezone and date range used to calculate it. Keep the denominator behind percentage changes. A rise from a tiny starting value can look dramatic without representing a large business change. If a measure was introduced during the project, explain that earlier periods are not directly comparable.
Connect the narrative to a dated work record
List the meaningful actions, publication dates and responsible teams. Include customer work and other suppliers’ contributions where relevant. Separate the initial recommendation from what was actually implemented; an audit cannot take credit for an unimplemented recommendation. Preserve the report or export that supports each important statement. A screenshot can illustrate the result, while the underlying definitions and calculation make it possible to check.
Challenge the explanation and get approval
Ask what else changed: campaigns, product availability, prices, tracking, brand demand or seasonal conditions. The case should state these limitations in ordinary language. Before publication, obtain permission for the customer name, logo, quotations and figures. Confirm the exact wording with the person responsible for the data. If permission is limited, publish an anonymised method example without suggesting that it proves a named client outcome.
Publish a useful account rather than an isolated success claim
Explain who the project is relevant to, what constraints shaped it, which decisions were difficult and what did not work. Link readers to the service and technical guidance needed to assess a similar task. Keep a review owner so withdrawn consent or corrected data can be handled. A transparent case may support a buying decision; it cannot establish a guaranteed result for another company or prove that an AI platform will cite it.
Case evidence ledger
| Claim | Supporting record |
|---|---|
| Starting position | Metric definition and baseline export |
| Work delivered | Dated action log and implementation owner |
| Observed outcome | Comparable report and calculation |
| Alternative explanations | Known campaigns, tracking changes and seasonality |
| Publication rights | Approval of names, figures, quotations and review date |
Acceptance checklist
- Every numerical statement has a retrievable source.
- Metrics and comparison periods are defined consistently.
- Implementation and other contributors are acknowledged.
- The customer has approved the publishable material.
- The headline reflects the evidence and its limits.
Related service and guidance
- Make content credibility visible and verifiable — practical guide
- SEO reporting that connects evidence to the next decision
- All content delivery playbooks
Primary reference
developers.google.com · creating-helpful-content
Editorial review: 7 November 2026. Gavek methods, handoff records and labelled scenarios are original guidance. A service engagement requires an agreed scope, responsibilities and price.