Every number in the product comes from one chain, and each stage is a subset of the one before it.
- Impressions, then clicks, reported by the ad platform.
- Landing views: the click arrived somewhere.
- Leads: somebody identified themselves.
- Bookings: an appointment, consultation or call was made.
- Attended: they turned up to it.
- Customers: they became one.
The chain only ever narrows. If a stage is larger than the one above it, something is being counted twice, and the product treats that as a fault rather than a result.
It uses your words
A dental practice counts patients. A law firm counts matters. A clinic counts bookings and attended consultations. The stages are the same; the nouns are yours, set once per company, and every page and report uses them.
Derived figures
Cost per lead, cost per booking and return on ad spend are computed from the counted stages, never generated alongside them. That is what makes a chart sum to the headline above it: they are the same numbers, divided.