Follow the inquiry
past the view count.

The example starts with six records. After removing a duplicate, there are five inquiries, four qualified opportunities and two wins. The signed value and money received are different totals. Keeping those steps separate lets you discuss what content contributed without counting every form submission as a sale.

For a service business, a qualified inquiry might mean a real organisation with a relevant problem, an appropriate scope and a plausible buying process. Write that definition before scoring the leads. A form submission, a call booking, a proposal, a signed engagement and received money are separate events.

Entirely invented teaching records and amounts. No Machine House or client commercial result is claimed. The original contact data are included in the downloadable example.

The six records become five unique inquiries, of which four are qualified and two are won. Booked value is ₹180,000; received money is ₹140,000 at the cutoff. The outstanding ₹40,000 is not cash received. A reporting system that adds every form event or treats a booking as revenue will overstate the result.

Use stable content IDs and sensible campaign names, then connect the records you are authorised and able to connect. Ask a concise discovery question during the inquiry: how did they first hear about the business, and which piece helped them understand the offer? Preserve the answer rather than forcing it into the channel your analytics happened to record.

L04’s podcast answer is self-reported evidence with no tracked path. It should not be erased because a browser report cannot see it, or upgraded into a fully observed multi-step journey. L02 has a recorded newsletter visit and reports a founder post; those describe different parts of the encounter.

Tracking can miss devices, private sharing and visits outside the observable system. Identity matching and consent also constrain what is available. Report those limits. More detailed tracking does not automatically produce a complete explanation of why a person chose to buy.

Define “content-assisted” explicitly. For this example, it means a won contact encountered the guide before the inquiry. Both won contacts meet that definition, so ₹180,000 is guide-assisted booked value. That does not make the guide the exclusive cause of either engagement. The same sale can have several meaningful touches, so assisted amounts across assets must not be added as unique revenue.

An attribution model assigns credit using a rule or a model. Google Analytics documents its attribution approach; record the model, scope and lookback window used in your own report. Changing the rule can change credited values without changing what the customer did.

The raw example does not contain an analytics model export, so it does not claim an official attributed revenue figure. It lets the reader inspect the path and the chosen assisted definition. Keep observed activity, self-report and model-assigned credit as separate fields.

Incremental impact asks what would have happened without the content. A path containing a guide does not answer that counterfactual. The prospect may already have been ready to buy; the guide may have accelerated a decision; or another touch may have mattered more. The records alone cannot distinguish those explanations.

Where feasible, a properly designed holdout or controlled experiment can help estimate an incremental effect. Define the intervention, outcome, comparison and measurement period before running it. Low-volume service businesses may not have enough observations for a useful estimate; a before-and-after change with many moving parts should remain an observational finding.

You can still make a practical decision with incomplete causal evidence. Repeated qualified inquiries describing the same useful piece may justify further work on that subject, while you continue to record the uncertainty. Avoid turning that judgment into a percentage lift the design cannot support.

The synthetic example assigns ₹90,000 to content cost. Dividing ₹180,000 of assisted booked value by that cost produces 2.0. It is not an ROI calculation: some money is uncollected, delivery costs are absent, the assisted definition is not exclusive and incremental profit is unknown.

For an actual investment review, state which production, media, software, management and review costs are included. Distinguish booked value, cash receipts and contribution after delivering the work. Use a consistent period and explain whether a long sales cycle leaves the cohort incomplete.

The decision record should say what the evidence justifies now: continue a useful explanation, improve the qualification route, investigate a recurring objection or stop an activity whose job is unclear. Download the impact worksheet and reconciliation.

Define the denominator before comparing cost per view. A fixed fee divided by a more inclusive view counter produces an apparently lower unit cost even when the underlying viewing is unchanged. Label the platform, format, viewing event and period beside the price calculation. Keep this descriptive ratio separate from sales attribution or incremental return. See the worked denominator example.