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 |
Use a consistent denominator
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.
Keep source evidence separate from causation
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.