miryloA useful number comes with a definition.
Agree what counts, when it counts and which system owns the fact.
One person is not always one project.
Name what you actually have.
- Inquiry
- An incoming expression of interest. Agree how repeated calls and forms are matched.
- Contact
- The person record. One person can have several interactions or projects.
- Qualified opportunity
- A project meeting your agreed work-type, service-area and appointment criteria.
- Booked estimate
- The agreed appointment milestone. Distinguish preliminary, on-site, rescheduled and completed visits.
- Won opportunity
- Work accepted under your stated rule. Sending an estimate does not make it won.
- Won estimate value
- The agreed value of won opportunities. Not collected payments, profit or cash flow.
- Source
- The origin recorded under the agreed attribution model. Association alone does not establish causation.
- Cost per qualified opportunity
- Matching attributable cost ÷ qualified opportunities. A missing or zero denominator is unavailable, not a zero cost.
Choose the time basis.
An activity report follows events in a period. A cohort follows inquiries created in a period through later outcomes.
Document the date field, time zone, filters and status rules. Specify whether booking means a milestone ever reached or the current appointment state. A reschedule should not silently create another lead.
Check the records before the total.
Agree matching rules across tools and separate projects for the same person. Keep missing sources visible as unknown. Name who handles failed updates.
Trace inquiry, qualification, appointment, estimate and outcome on a small sample. Record refresh timing and known gaps.
Keep the conclusion within the evidence.
A source-associated sale does not prove causation. Won value is not cash collected. A lower inquiry cost may still bring less suitable work.
The public walkthrough uses the product interface with invented records. It demonstrates selected controls, not your company’s metric rules. Won value is sample opportunity value, not payments collected. Real matching and reporting definitions are agreed separately.
What decision should your report help you make?
We’ll work through the next useful step together.