Measurement & reporting
A conversion. A call. A job.
Three different records.
Measurement and reporting work for a local home-service business, separating advertising activity from customer and job records.
Keep each layer intact.
| Evidence layer | Treatment |
|---|---|
| Platform conversions | Retain the platform’s definition and period |
| Customer records | Check identity and data quality before matching |
| Job records | Distinguish booked activity from recorded revenue |
Match records with discipline.
Where contact identifiers supported reconciliation, normalisation and exact matching were used to avoid treating loosely similar records as confirmed matches. Unmatched items remained visible for investigation.
Territory and service relevance stayed part of the acquisition view. A conversion outside the operating area is not equivalent to a useful local opportunity.
A stronger account of the data, not a claim of causation.
The documented work includes reporting and attribution investigation. It does not establish that every matched job was caused by advertising, nor does it support a public revenue-uplift claim. The distinction is central to the measurement approach.
Find the gap between reports.
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