Name the events you are counting
On a small screen, swipe or scroll sideways to read the full table.
| Event | What supports it | What it does not establish |
|---|---|---|
| Inquiry | A recorded request from a person | Fit, attendance or payment |
| Booking | A recorded appointment | That the customer attended |
| Attendance | An observed attendance record | A purchase decision |
| Settled payment | A reconciled payment record | Profit or proof of marketing causation |
Count the same group each time
Fictional example: twelve unique inquiries arrive during a week. Four of those people book an appointment. Two attend during that same week, one attends the next week and one attendance outcome is unknown.
The four bookings can be compared with those twelve inquiries if the records genuinely belong to that group. Counting only the two attendances from the first week would tell an incomplete story about the four bookings. Choose whether you are tracking events in a calendar period or following the same people over time, and label the report accordingly.
Follow the same group across the week boundary.
Fictional repair-estimate example: the twelve inquiries above are twelve separate customer requests received from Monday through Sunday in Week 1. This example follows only those requests. All times use the same fictional local time zone; the final check is Wednesday at noon in Week 2.
Four requests have a recorded booking in Week 1. One appointment is later replaced by an agreed new time. Keep the earlier appointment in the history without counting it as another customer request.
On a small screen, swipe or scroll sideways to read the full table.
| Request | Booking history | Attendance evidence |
|---|---|---|
| A | Booked Monday for Thursday in Week 1. | Attendance recorded Thursday in Week 1. |
| B | Booked Tuesday for Friday in Week 1. | Attendance recorded Friday in Week 1. |
| C | Booked Wednesday for Friday in Week 1. On Thursday, the old appointment was cancelled and replaced by an agreed Tuesday appointment in Week 2. | Attendance recorded Tuesday in Week 2. The cancelled Friday appointment is not a missed visit. |
| D | Booked Thursday for Friday in Week 1. | The time has passed, but the attendance result is still unknown at the final check. |
| E–L: eight requests | No booking recorded in the reviewed evidence by the cutoff. | No appointment attendance is counted for these requests. This does not establish what happened outside the reviewed records. |
The same evidence supports two different summaries:
- Events in Week 1, within this group: four requests have a recorded booking, and two have recorded attendance in that week. C’s replacement appointment is still ahead; D’s attendance result is unknown.
- The same group followed through Wednesday in Week 2: four of twelve requests have a recorded booking. Three of those four have recorded attendance; one attendance outcome remains unknown.
There are five appointment references because C has an old and a replacement appointment. Reporting five booked customers would count C twice. Reporting all four bookings as attended would invent D’s result. Neither summary establishes revenue or which marketing activity caused the inquiries.
Make the count traceable.
Download the blank event-reconciliation worksheet (CSV). Use one row per observed event or unresolved check, with the same request reference on related rows. Keep customer names and contact details in your existing private records; use references here.
Write the inquiry window and review cutoff first. Keep the time an event happened separate from when its evidence was recorded or checked. Link a replacement appointment to the earlier one, and state whether your count uses requests, appointment records or observed attendances. Keep missing evidence visible instead of entering a zero.
For D, the next useful action is for the appointment owner to check the visit record or the responsible colleague. Keep the unknown result until that check supports a conclusion. If the gap concerns a response instead, use the response-evidence guide. Then use the customer-path review to decide what needs attention.
Where they found you is not proof of why they bought
A recorded landing page or campaign parameter can help describe how a visit was attributed. A customer’s own answer may supply another clue. Neither necessarily captures every interaction that influenced the decision.
Keep unknown source values instead of forcing them into a campaign. Document duplicate handling and any rules used to choose between first and later interactions. A platform’s reported conversion and a reconciled payment may have different definitions.
Do not turn the missing part into a result
If attendance was never recorded, say it is unknown. If revenue has not been matched to the same group, withhold a return calculation. Revenue is also not profit: delivery costs, refunds and other expenses matter to a business decision.
Prior JetSynapse client work is presented as implementation evidence where supported. We do not infer campaign-caused home sales or BusinessOS performance from an unrelated later outcome.
Ask a question the records can answer
- What precise event are we measuring?
- Which people or records are included?
- What period and follow-up window apply?
- Which outcomes or sources are missing?
- What decision is justified by that evidence?
Useful reporting can begin with a small, reconciled set. A larger dashboard is not automatically a more reliable answer.
Explore Turn the numbers and feedback into a useful decision. for related questions and a useful starting point.