Illustrative example. These records are invented to explain the proposed method. They are not client results, a case study or evidence that a live integration has been built.
The question on the owner’s desk.
A campaign report lists three inquiries. The owner wants to know whether any became booked jobs, and whether the people were already customers. Here is how we would examine the records.
Record one: an existing customer books.
An inquiry and a customer record share a sample contact identifier. In this fictional example, the validation checks pass, the customer history predates the inquiry, and a unique booking record links to that customer.
What we can report: An existing customer with a recorded booking connected under the stated matching rules.
What we cannot conclude: That this was a newly acquired customer or that the ad caused a booking which would not otherwise have happened.
Record two: similar names, insufficient evidence.
The inquiry name resembles a customer name, but there is no shared identifier. That could be the same person, someone in the same household or an unrelated customer.
Decision: Hold for review. Do not count it as a confirmed booking. A person checks the source records for additional evidence.
Record three: no reliable connection.
The inquiry contains no usable identifier that connects to the customer records provided. There may be missing information or a booking recorded elsewhere.
Decision: Leave it unmatched. Do not label it a failed inquiry or assume it became a customer.
That is the result of this fictional record review. It is not a measured conversion rate for a business or a claim about campaign effectiveness.
What an owner can do with this.
Ask why two outcomes remain unresolved. Check whether the intake process captures the necessary identifiers. Review the existing-customer definition. Then decide whether the evidence is complete enough to compare campaign costs.
The agent’s useful contribution is organizing the evidence and putting exceptions in front of the right person. The owner still needs context to decide where money should go.
Try it, then question it.
Open the interactive walkthrough →
For each record, ask: What source supports the match? What confirms the booking? What would change the conclusion?
Start with your records.
And a conversation.
Tell Aaron what you currently use and what you wish you could see.
Talk with Aaron