01
How the booking was made
2 years · instant or requested
An instant booking closes because it is already a booking. A request has
to be answered and accepted. Only the requested lines can be moved by a marketing
decision — and they carry the larger basket.
02
Source split
what produced the visit × how it booked
A single channel label was answering two questions at once. These are the lines
that were hidden inside the averages.
03
Google Ads spend
break-even on an enquiry is €22–24
04
Value going back to the platforms
Rows outside each platform's import window are marked skipped, not sent:
Meta accepts about 62 days, Google 90 from the click.
05
Recent changes
every change, with its validation