Method
Definitions & method
Every metric on this dashboard, defined precisely enough to argue with. If a number here disagrees with a number in the CRM, this page says why.
Metrics defined
38
Twelve-week shape, pilot window
Definitions changed mid-pilot
2
Both documented below
Attribution model
Last non-direct
Current pilot configuration
Attribution window
30 days
Twelve-week shape, pilot window
Core definitions
| Metric | Definition | Excludes |
|---|---|---|
| Enquiry | A unique buyer-project pair created from any source | Duplicates within 30 days, test records |
| Contacted | Two-way conversation of 20 seconds or more | Ring-outs, voicemail, IVR abandons |
| Qualified | Budget and city confirmed by the buyer | Advisor's assumption of either |
| Site visit | Buyer physically present at the project | Virtual tours, office meetings |
| Booking | Token received and allotment issued | Verbal commitments, held units |
| Gross value | Agreement value of booked units | Stamp duty, registration, GST |
| CPL | Paid media spend divided by enquiries | Agency fee, tooling, salaries |
| Cost per booking | Paid media spend divided by bookings | Brokerage, incentives |
Definitions that changed
Contacted, week 4
Originally any connected call. Changed to twenty seconds or more, which cut the reported contact rate by six points. All figures here use the new definition, backfilled.
Qualified, week 7
Originally the advisor's judgement. Changed to a buyer-stated budget and city. This is why qualification appears to fall in weeks seven and eight.
How to read this page
Method · Definitions & method
Window
Rolling 90 days of the India Realty pilot, refreshed nightly at 02:00 IST.
Sources
Aiera call logs, WhatsApp Business API, CRM stages, Meta and portal spend exports.
Joins
Every number is joined to a booking where one exists, not to leads, so cost lines stay comparable.
Limits
Ninety days is short for a ₹1.5 Cr purchase. Late-window cohorts are still open, so treat conversion as a floor.