Opens are unreliable, replies are ambiguous, and pipeline is a forecast. A meeting that happened is a fact. So meetings are recorded as first-class objects — with which channel booked them and how they actually went, including the ones nobody turned up to.
Every other number in outreach analytics is contested. Email opens are distorted by image blocking and privacy proxies. A reply might be “remove me”. Pipeline value is a guess with a currency symbol. A meeting in a calendar is the first point in the funnel where a claim becomes checkable, which is why it is the number worth optimising toward.
| VoiceThe AI agent arranges a time on the call | Recorded |
|---|---|
| WhatsAppArranged in conversation | Recorded |
| EmailArranged in a thread | Recorded |
| Self-bookedThey used your booking link | Recorded |
| ManualYou booked it and logged it | Recorded |
The route is stored on the meeting, so 'which channel produces meetings' is a question with an answer rather than an impression.
Four rather than two, because “cancelled” and “no-show” mean different things about the lead and about the channel that booked them.
| Meeting booked | +50 |
|---|---|
| Meeting completed | +30 |
| Meeting no-show | −5 |
Booking is the largest positive movement in the whole scoring table. The full table.