Build a chain you can inspect
Use a phone number as a clue, not the permanent identifier. One person can book different jobs; different people can call about the same job. Preserve the original events and mark a match uncertain until the records support it. Do not overwrite history to make a report reconcile.
| Record | Meaning | Useful link |
|---|---|---|
| Call event | One attempt, connection, or callback. | Provider event ID and timestamp. |
| Inquiry | One request for service; it can have several events. | Your stable request ID. |
| Suitable inquiry | Service, equipment, location, and timing fit. | Operator confirmation and reason. |
| Quote | An offered price and scope, not a sale. | Quote ID and status. |
| Booking | Accepted work arranged with the operator. | Job ID and confirmed status. |
| Completion | Work confirmed as performed. | Completed job record. |
| Collection | Money received, adjusted for linked refunds. | Payment and refund records. |
Work through the exceptions
There are five inquiries and three completed jobs. Net collected on the two completed jobs with known money is $200, and their combined known contribution is −$10 ($80 minus $90). EX-04 is excluded from the money subtotal because collection is unknown. Calling $200 total revenue for all three completed jobs would hide the missing record.
In the current workbook, enter net collected after refunds as the collected amount and retain gross payment/refund evidence in your controlled records. A refund does not create a new inquiry. The public browser example is a demonstration and is not a place to store customer records.
| Request | Outcome | Money treatment |
|---|---|---|
| EX-01: missed call + callback | One inquiry, one confirmed completed job. | $240 received, $40 refund, $120 direct cost: $80 contribution. |
| EX-02: transport next week | Suitable and booked; not completed yet. | $300 quote is not collected revenue. Payment remains unknown. |
| EX-03: outside coverage | Declined as unsuitable. | No completed job; do not assume all similar searches are unsuitable. |
| EX-04: completion confirmed | Job finished, payment not checked. | Collection and contribution stay unknown. |
| EX-05: completed, fully refunded | Completion is still recorded. | $180 received less $180 refunded = $0 net collected; $90 direct cost means −$90 contribution. |
Keep the inquiry period and payment period distinct
A cohort is a group of inquiries received during a defined period. Follow those same inquiries until their outcomes are reasonably resolved, recording the date you last checked them. Scheduled work can complete after the original advertising week ends.
For acquisition cost, compare the cost associated with the selected inquiry period to confirmed outcomes from that cohort. For cash reporting, you may separately look at money received during a period. Do not silently combine this week's spend with payments from unrelated older jobs. This is an operational measurement method, not a replacement for the business's accounting records.
- Cost per completed job = relevant acquisition expense ÷ confirmed completed jobs in the matched cohort.
- Net collected = recorded payments − linked refunds.
- Known contribution = net collected − known direct job costs, using only records with both amounts known.
- Zero completed jobs means cost per completed job is undefined; show no result rather than $0.
Give unknowns a responsible person
Recorded source attribution is not proof that advertising caused an additional job. Repeat customers, branded searches, and several marketing touches can overlap. Keep the observed source and its limits visible.
Start with a sample small enough to reconcile accurately. If it takes too long, reduce the fields to those required for the next decision. A complicated dashboard that nobody maintains will not resolve missing job outcomes.
- List unresolved inquiry-to-job matches separately from unknown completion or payment.
- Assign the person who can inspect the underlying record.
- Write the next check and review date.
- Update the outcome with an evidence reference and check date.
- Report the remaining unknown count alongside the resolved totals.
Use this at your next review
Call-to-payment reconciliation worksheet
A simple editable text worksheet. Keep completed copies and private customer information in your own approved systems.
- Inquiry period, outcome check date, and cost period
- Request ID; provider event IDs; confirmed same-request matches
- Service fit and supporting record
- Quote ID; job ID; booked/completed state; evidence
- Payments; linked refunds; net collected; direct costs; unknown amounts
- Observed source and attribution limitations
- Unresolved question; responsible person; next check date