Data and KPI check

A cohort of distinct starters provides a meaningful base for the completion rate.

All page views: Page views double-count people and sessions.

Completed accounts only: Completed accounts omit people who dropped out.

Instrumentation changes can create an apparent trend without a behaviour change.

A lower number is always a product defect: The cause still needs investigation.

SQL cannot count events: SQL can count events if data is sound.

A faster flow should not weaken identity or fraud controls.

More animation: Animation is not a safety outcome.

Number of backlog items: Backlog volume is an output, not a guardrail.