method

An improvement is not proof you caused it

Improvement is not attribution. If you iterate hard on one thing and the outcome improves, you will credit the thing you iterated on.

Reach improves on its own — domains age, indexes refresh, providers change their stacks. In the case this record is built on, three candidate causes ran at once and none was isolated: a batch of retrieval work, two weeks of domain age, and a dozen revisions to the copy. The on-page fix designed for the problem had never shipped, and the problem resolved anyway (nothing was being turned away).

Separate the axes and test them independently, or say plainly that you do not know which one paid.