received
The inquiry or missed-call event reaches the agreed record.
evidence contract // HVAC
Measure the workflow before claiming the outcome.
This public measurement contract separates observable workflow evidence from booking, revenue, and completion claims that need independent confirmation.
// observable states
Which states do we actually measure?
acknowledged
An approved acknowledgement is recorded with its timestamp.
qualifying
The workflow is collecting only the approved service and timing details.
human review
A person owns the next decision or exception.
booking requested
A handoff asks for a booking action; it is not a booking outcome.
booked only when externally confirmed
Booking is recorded only when a separate, verifiable source confirms it.
stopped
A reply, opt-out, attempt limit, or other agreed stop condition ends the sequence.
failed
An error or incomplete path remains visible for follow-up rather than being treated as success.
// fields and timestamps
Keep the review record specific.
Event record
source; received timestamp; acknowledgement timestamp; supplied service area; issue category; urgency flag.
Ownership record
owner; current status; booking-handoff status; stop reason; error status.
// public measurement sequence
How is recovery measured without inflating it?
Why not just report booked jobs?
A booking is only reported when an owner-controlled source confirms it. Anything else is a requested next step, and it is labeled that way.
What if an automated message fails to send?
Failures are recorded as their own state and stay visible to the assigned person. They are never folded into a success number.
Can the counts be audited later?
Yes. Every state carries a timestamp and an owner, so a month of activity can be replayed event by event during a review.
Public measurement sequence: landing page -> workflow viewed -> fit-call clicked -> Cal.com opened -> confirmed booking when verifiable
Clicks are not bookings. Handoffs are not revenue. Customer revenue requires separate evidence. Completion attribution is unavailable when no owner-controlled confirmation exists.
// sample records
See the definitions in a usable worksheet.
The HVAC measurement worksheet includes the documented synthetic cohort and space for your own period and source records. For restaurant campaigns, the worked example keeps delivery status and staff-recorded redemptions separate.
Define the evidence before implementation.
Use a fit call to identify the current record, handoff owner, confirmation source, and visible stop conditions.
Book a 20-Minute Fit Call