Early in my career, I was responsible for reporting metrics for a company’s homepage. A member of the usability team wanted to know how much traffic a particular widget was getting. When we pulled the numbers, the result was underwhelming: About 2.5% of visitors actually used it. But that’s not the number that ended up in the report. Instead, the widget’s usage was reframed as “a couple thousand visits per month.” That was technically true. It also told a completely different story from 2.5%. That moment taught me something I’ve carried throughout my paid search career: Data isn’t black and white, and the person presenting it has a…
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