Measurement language we avoid in webinar reporting

Webinars sit mid-funnel, so single-touch attribution lies. We teach cohort language: who attended, who watched on-demand, who requested follow-up within a defined window.

Slides never claim “lift” unless a controlled experiment exists. Otherwise we show directional engagement: questions asked, resource downloads, replay completion quartiles.

When leadership wants a headline number, we bundle it with caveats in the speaker notes—not hidden footnotes, but readable context beside the bold figure.