How every number is worked out

Leads = leads with a lead date in the period, up to the report date

October 2026: 3,049 leads = 1,674 Solar + 1,375 Windows.

Trade second visits: a second appointment on a lead already counted isn't a new lead. Duplicates are still counted here; Data health lists them so you can claim them back. A diary export with no lead dates shows a dash, not a guess.

Overview (Leads in), Lead sources, the Monday email.

Booking rate = the period's leads confirmed into the diary (or sat) ÷ leads

When the diary's confirmations are imported, as in the demo, this step is Confirmed: booked and confirmed by the confirmer, or sat by a rep. Without them, it's every lead with an appointment.

Lead sources, October's leads: 300 of 3,049 confirmed into the diary or sat: 10%.

Appointments made in the period for leads from earlier months: those are in Appointments. A lead booked next week still counts in the month it arrived, so a recent month's rate keeps rising for a while. Self Gen leads (the rep found the customer) are never "booked".

Lead sources (How each source converts, and the lead journey), the source pages.

Appointments = appointments dated in the period, up to the report date

Confirmed = those the confirmer confirmed, or that a rep sat (sold or not sold).

October: 450 appointments, 398 of them confirmed.

Appointments still to come (they show as "still to come", not as no-shows). Self Gen sales and sales with no appointment date, which never had an appointment anyone recorded. Trade second visits are included here, and shown on their own on the Trade page.

Overview, Reps, Call centre, Trade.

Pitch rate = pitches ÷ appointments

335 pitched of 450 appointments: 74%. The other 115: 67 no-shows, 46 cancelled and 2 on the report date with no result yet.

If an export records sales but never "Not sold", every sale would look like the only pitch (100% conversion), so pitches, conversion and hours per pitch show "Not recorded" rather than a figure that flatters everyone. A pick-up is pitched on its appointment day, even though it sold later.

Overview, Reps, Call centre, the league when the client counts pitches.

Blowout rate = blowouts ÷ appointments

A cancellation is never a blowout, however late it came: customers phone to cancel that morning. Cancellations are shown on their own, and a cancelled appointment never counts as confirmed, pitched or sold.

67 blowouts ÷ 450 appointments = 15%. Lower is better. The 46 cancelled appointments aren't in it.

Cancellations. Appointments with no result yet, which sit in the bottom line but not the top, so the rate is a touch low until they're filled in (Data health lists them). A sale cancelled after the visit isn't a blowout: the rep pitched, so it counts as Not sold. A client can also choose (App Settings) to take a blowout off the count once that customer has been given another appointment.

Overview, Reps, Call centre (by the agent who booked it), Lead sources.

Conversion = sales ÷ pitches

Turned round, pitches ÷ sales is pitches per sale. Reps are judged against 1 sale in 3 pitches by default; each client sets their own.

87 sales ÷ 335 pitches = 26.0%, or 3.9 pitches per sale.

The sales and pitches in one period aren't always the same visits: the 87 include 12 pick-ups, counted on the day they sold, and 2 Self Gen sales that were never pitched. Over a few months this evens out; over one week it can move a rep's rate by a point or two. Not shown when the export records no "Not sold".

Overview, Reps, each rep's profile, Lead sources, Money on the table, the coaching line.

Average order = revenue ÷ sales

On the appointment day: sales made at the visit or within 2 days. On the sale date: pick-ups (3 or more days later) and sales with no appointment date. Self Gen sales count as a sale only: never confirmed or pitched.

October: 87 sales = 73 on the day + 12 pick-ups + 2 Self Gen. £680,750 ÷ 87 = £7,825 average order.

Revenue is whatever value the export carries: with or without VAT, finance fees and add-ons is a definition agreed with you before go-live. A sale cancelled or refunded after the visit counts as Not sold with no revenue, and is listed in Data health.

Overview (against target), Reps, the league, the Monday email.

Cost per lead = lead spend ÷ leads

Spend is each lead's cost, from the export or a cost per lead set per source, for the leads that came in during the period.

£69,989 ÷ 3,049 leads = £23 a lead, free referrals included.

What it costs to work the lead: call centre hours are in their own line. Free leads (referrals, your own social) pull the average down; Lead sources also shows the paid-only figure.

Lead sources, each source's page.

Lead spend per pitch = spend on the period's leads ÷ pitches those leads have had

Call centre cost per pitch = hours × cost per hour ÷ call centre pitches

Lead sources, October's leads: £69,989 ÷ 254 pitches = £276. Call centre, October: 1,037 hours × £14 = £14,524 ÷ 312 pitches = £47.

Lead sources follows each lead to its result, so a recent month's leads are still being pitched and the figure falls as they are. The call centre line needs "Call centre cost per hour" in App Settings (wages and overheads); without it, it isn't shown.

Lead sources (What each source costs and returns), Call centre (the cost line).

Overview: lead spend in the period ÷ sales in the period

Lead sources: spend on the period's leads ÷ the sales those same leads made

Overview, October: £69,989 ÷ 87 sales = £804. Lead sources, October's leads: £69,989 ÷ 66 sales so far = £1,060, shown in grey as too early to judge: 100% of those leads are under 6 weeks old.

The Overview figure divides this month's spend by this month's sales, and many of those sales came from last month's leads, so it's a running cost, not one supplier's true cost. For a supplier's true cost use Lead sources over leads old enough to have sold (6 weeks or more), or a source's verdict. Neither includes call centre or rep time.

Overview, Lead sources, each source's page, Money on the table, the verdicts.

Revenue per £1 = revenue from a source's leads ÷ spend on those leads

Frame & Glaze Leads, leads from Jun – Aug 2026: £213,300 ÷ £27,237 = £7.83, against your Windows sources' average of £5.44.

It's sales value, not profit: a supplier whose jobs carry a thin margin can look better here than it is. Free sources have no figure. Recent leads are still converting, so the figure rises for about 6 weeks.

Lead sources, What each source earns back, each source's page.

Reps are measured on appointments in the 3 months to the end of the period on screen (12 months for a year). Call speed and suppliers use leads old enough to have sold: those that came in over a window of the same length ending 6 weeks before the report date (or at the period's end, if earlier). Each line is then scaled to the period by its share of the leads and rounded to the nearest £1,000: a line under £500 is dropped, and £500 to £999 shows as £1,000. The total is the sum of the lines shown.

The headline is the sum of the lines' cautious figures; "worth up to" is the sum of their whole gaps.

October: about £38k = reps £20k (about 2 more sales if the reps below their division's rate (Solar 23%, Windows 28%) moved a quarter of the way up to it; about 10 all the way) + slow first calls £12k (leads rung within the hour booked at 14%, slow ones at 10%) + dearer suppliers £6,000. Worth up to £156k if every gap closed: reps £82k, slow first calls £49k, suppliers £25k.

The same rule as the £350 data review: the figure shown closes a quarter of each gap (the review's low end); "worth up to" closes all of it. The review is only invoiced if the low-end savings on lead spend over 12 months, plus supplier credits claimable now, come to more than £350 (invoiced on delivery, payable within 14 days), and never if the export covers under three months of leads; sales value never counts towards that test. Reps are measured the same way in both: against their own division's rate, at its average order.

Profit: it's sales value. That reps or suppliers could really close the whole gap: some of it is lead quality, which is why the figure shown counts a quarter.

Overview, third card; each line opens the page behind it.

Hours per pitch = hours on the rota ÷ pitches from the call centre's bookings

Pitches count on the appointment day. Green at or under the target, amber up to 25% over, red beyond.

October: 1,037 hours on the rota ÷ 312 pitches = 3.33, under the demo's target of 4. One agent, Jamie Docherty: 104 ÷ 38 = 2.74.

Trade bookings and the Trade share of anyone's hours: those are on the Trade line. Hours not on the rota. A rota with monthly totals only is spread evenly over the month, and the page says so.

Call centre, each agent's page, the coaching line.

Called within the hour = leads first rung within 60 minutes ÷ leads

October: 1,297 ÷ 3,049 = 43%.

It needs first-call times in the export; without them it isn't shown. A first call logged before the lead arrived is a data error (usually two systems on different clocks), never a fast call. Part of Connected, where the dialler is linked in the build.

Overview, Call centre (a single day), Insights (Speed to first call).

Calling time = minutes between the lead and the first call that fall inside calling hours

Calling hours and days are App Settings rows (the demo: 09:00–20:00, Mon–Sun). The team's own phone hours per day are set too; a lead that arrives inside calling hours while the phones are shut is counted apart.

Lead 15131 came in 8 Oct 2026 20:31 and was first rung 9 Oct 2026 09:11: 760 minutes (12.7 hours) in real time, 11 minutes of calling time. In October, 400 leads came in during calling hours while the demo team's phones were shut (Saturday evenings and Sundays).

Called within the hour stays in real time: calling time is for judging the team, real time for what the customer felt. Bank holidays aren't known unless the days are set.

Insights (Speed to first call), Money on the table, the alerts.

Leads 7 to 60 days old that never booked, or booked and then blew out or were cancelled

Ranked on four things multiplied together: how often the lead's source sells, how often leads that came in at that time of day book, what happened (a blowout counts double, as they wanted the appointment; a cancellation counts as normal) and age (a third less every 30 days). Leads whose division has a free diary slot in the next 3 days come first, with no more than 4 from one source in each block of 10. The list is cut to App Settings "Worth a call list size" (200 by default). Left off: anyone whose outcome said not to call again (Don't call again), and a customer who has since bought or has an appointment.

At 31 Oct 2026, 3,413 warm leads could still book and the diary had 45 free slots in the next 3 days. Another 1,414 were left off because the outcome said not to call again. First on the list: lead 75423 from Referral / Repeat, in on 5 Oct 2026 09:54, 26 days old. Its appointment blew out, its division has a free slot, and booked now it would count as SU data.

Leads under 7 days old (still in normal dialling, several calls a day), Trade and Self Gen leads, and anything the CRM doesn't hold: a customer who said no on a call nobody logged is still on the list.

Call centre page, and the CSV for the dialler (Connected).

Not called = the refused lead + the same customer's leads that came in before it, or up to 30 days after it

The window is App Settings "Duplicate window days", the same window the duplicate checks and credit claims use. A lead from that customer after the window is a fresh enquiry (they filled in an ad again), so it's fair game. The refusals are kept per customer on the "Don't call again" tab and carried across imports, so a shorter export can't bring a refused customer back.

The demo's tab lists 9,280 refused leads, and the window adds 98 more leads from the same customers. Lead 468 came in on 29 Nov 2025 and the customer said not to call again. They came in again as lead 16422 on 2 Dec 2025, 3 days later: inside the window, so it isn't called either. Had it come in more than 30 days after the refusal, it would be called.

A refusal the CRM doesn't record, or one typed in words the import doesn't recognise (Data health lists the outcomes it couldn't place). It never moves a figure: a refused lead still counts as Not booked, or as its appointment's result.

Worth a call, the dialler CSV and the "Don't call again" tab in the workbook.

Pick-up = a sale dated 3 or more days after its appointment

Within 2 days (the 48-hour hold) it's a sale on the appointment day. Agents' pick-ups count on the sale date too, whatever the gap, and so do the league and the pay sheet.

Lead 14277 was pitched 26 Sep and sold 20 Oct, 24 days later: its pitch is in September, its sale and its £11,750 in October. October had 12 pick-ups.

It needs a sale date in the export. Without one, every sale counts on its appointment day.

Every sales figure; the sums say "a pick-up counts when it sold".

Cancellation rate = cancelled after the visit ÷ (sales that held + cancelled after the visit)

Over the 12 months to the end of the period on screen, because a month has too few to read. A cancellation before the visit is a cancelled appointment, never a sale. Finance declines and installs show too, where the CRM records them.

1 Nov 2025 – 31 Oct 2026: 969 sales signed, 69 cancelled after the visit (7%). The sales figures already leave those out: they count the 900 that held.

A cancellation the CRM doesn't mark as one. A sale cancelled months later moves out of its month's sales when it is next imported.

Rep profiles, lead source pages, the one-to-one sheet, and What stands out when 10% or more cancel.

SU = booked date − lead date > 7 days

Any source. The 7 is an App Settings row ("SU after days"). A booking with no booked date counts as fresh.

Lead 15470 came in 5 Oct and was booked 13 Oct, 8 days later: SU data. Its appointment was 15 Oct.

Why the lead waited: a lead that sat untouched and one that was rung ten times look the same.

Pay sheet, call centre board, invoices.

Same or next-day: the appointment is 0 or 1 days after it was booked. A blowout (the rep couldn't pitch) or a cancellation scores 0. A pick-up scores its pitched value on the appointment day and the difference on the day it sold. Every value is a setting.

October: Jamie Docherty scored 880 points in 104 hours = 8.46 an hour, top of the board. Darren Kelly scored more, 1,250, but in 160 hours = 7.81 an hour, so second.

Trade bookings, Self Gen and sales with no appointment date (no agent booked them). Someone with no hours on the rota ranks below everyone with hours.

The call centre board (and its TV view), agents' own pages.

Total = hours × hourly rate + pitches × their rate + sales × their rate

The demo's rates: £12.71 an hour; a fresh pitch £5 and an SU pitch £10; a fresh sale £5 and an SU sale £10. A pitch pays in the week of its appointment; a sale pays in the week of its sale date, even if that's a later week. All rates are settings.

Jamie Docherty, 19 Oct to 25 Oct, invoice JD-2026-W43:

Anything not in the diary or the rota: holiday pay, adjustments, deductions. The invoice says "check before paying". Hours estimated from a monthly rota are marked "est.".

Pay sheet and weekly invoices (Connected; a £300 add-on to Core).

Commission = each sale's value × the rate agreed for that deal (plus any £ a sale)

The rate comes from your export's commission column (the Import Map's "Commission %"). A sale with no rate of its own uses App Settings "Rep commission default %" if you set one, and every statement marks it "assumed". With neither, commission is off: Vanzio never assumes a rate. A sale pays in the month it was declared, so a pick-up pays in the month it sold. A sale cancelled after the visit is counted as Not sold, so it pays nothing. A rate under 5% or over the full rate is listed in Data health.

The demo's reps mostly take the full 10% and sometimes 7.5% or 5% (fictional rates). In October, Rhona Paterson declared 9 sales worth £67,150, each with its own rate: 3 at 10% worth £21,950 pay £2,195.00; 3 at 7.5% worth £20,900 pay £1,567.50; 3 at 5% worth £24,300 pay £1,215.00. Her commission: £4,977.50. Every rep together: £62,871.25 on 87 sales worth £680,750, where 4 sales with no rate in the export are assumed at the demo's default of 10%.

Anything not tied to a sale: a basic wage, car allowance, bonuses. A sale cancelled after its month was paid drops out when that month is shown again; taking it back is the client's own process.

Reps › Commission this month, and each rep's statement.

Given up = (full rate − the rate taken) × sale value, added up · Average rate = commission at those rates ÷ their sale value

Only sales with a rate of their own in the export count: an assumed default says nothing about the rep. The full rate is App Settings "Rep commission full rate" (10% unless you change it). The average is weighted by sale value, so bigger sales count for more. Under 10 sales with a rate is marked few.

In October, Rhona Paterson's 3 sales at 7.5% (worth £20,900) gave up 2.5 points: £522.50. Her 3 at 5% (worth £24,300) gave up 5 points: £1,215.00. Her 3 at the full rate gave up £0.00. Given up to close: £1,737.50. Average rate taken: £4,977.50 ÷ £67,150 = 7.4%, from 9 sales (few). Every rep together: £5,203.75 given up, an average of 9.2%.

Sales with no rate of their own, and any discount the company gave on top of the rep's commission (the export doesn't say).

Reps › Commission this month, the Reps table's Commission rate column, each rep's profile and one-to-one sheet.

Profit per sale = (sale value − rep commission − lead cost − product cost − install cost) ÷ sales

Lead cost per sale is the one on Lead sources ("Cost per sale, these leads"): a source's leads received in the period, their spend ÷ the sales they have made so far. Each sale declared in the period carries its source's figure, so the lead cost here is the sales' cost per sale, not the month's spend. A source whose leads in the period have no sale yet has no cost per sale: its spend is its own line, "Lead spend with no sale", and the reps' lines plus that line add up exactly to the whole business. Product and install cost come from your export (the Import Map's "Product cost" and "Install cost"); a cost you don't supply isn't taken off, and the page says what is included. A sale split over product lines adds up its product costs, and takes its install cost once unless App Settings "Install cost is per" says line.

The demo carries fictional product costs and no install costs. In October, Social (in-house)'s leads cost £12,892 and have made 14 sales: £921 a sale. Its 15 sales declared in October: £120,700 − £11,131 commission − £13,813 lead cost − £54,150 product cost = £41,606, or £2,774 a sale, the most of the sources with 10 or more sales. The whole business: £680,750 from 87 sales − £62,871 − £87,046 − £303,330 = £227,503, or £2,615 a sale. In the Windows division, Social (in-house)'s October leads haven't sold yet: £4,450 is the "Lead spend with no sale" line, and with the reps' £25,144 makes the division's £29,594.

VAT, finance fees, wages and overheads, and any cost your export doesn't carry. A sale cancelled after the visit has no value, so it isn't in it.

Reps › Profit per sale, linked from Lead sources (Connected).

A month whose leads are 30% or more under 6 weeks old is stepped past. A source with 80% or more of its leads in one division is judged against that division's sources; any other against all your sources. Self Gen isn't judged: it goes straight to a sale.

Settings (App Settings rows): the lead and pitch minimums, the 20%, 15% and 40% lines, the pitches a month for Cut back and the blowout points. Fixed in the code: the 3 months, the young-month rule and the 80% division rule.

Judged on Jun – Aug 2026 (Sep and Oct leads are still converting). Frame & Glaze Leads: Get more, cost per sale £681, 28% below your Windows sources' average of £948, and £7.83 per £1 against £5.44. Northlight Leads: Watch, £1,411 a sale, 22% above the average of £1,154, and rising: £1,116 in Jun, £1,192 in Jul, £2,680 in Aug.

Anything the export doesn't carry, such as a supplier's credit for duplicates or a price change mid-month. A verdict is where to look, not an order: it says why, line by line.

Each source's page (Lead sources › a source).

• Duplicates: two or more rows with the same customer (a Trade second visit isn't one), and a lead ID on more than one row.
• Missing outcome: an appointment before the report date with no result.
• Double bookings: one rep with two bookings at the same time on the same day.
• Dates out of order: first call before the lead came in, appointment before the first call or the lead, a lead dated in the future.
• Sold with no appointment date; a division not on the Lists tab.
• To know about, not to fix: not called within a day (that's speed, not a data error), a sale cancelled after the visit, a row typed in since the import, a sale whose commission rate is under 5% or over the full rate.

Data score = rows with nothing to fix ÷ all rows, rounded down to 0.1%

35,763 rows, 632 with something to fix: 98.2% clean. Duplicates 454, double bookings 68, dates out of order 121, missing outcomes 0. Not called within a day: 5,086, kept out of the score.

Mistakes that look like real data: a wrong rep or a mistyped value can't be spotted from the row alone. A row can have more than one problem, so the counts add up to more than the rows to fix.

Data health (the badge in the menu), the Data Checks tab in the workbook.

Appointments = in the diary already + still to fill

Sales = sold so far + appointments × pitch rate × conversion

"Still to fill" is each day's usual appointments for that weekday (the last 8 weeks) less the share the diary usually has that many days ahead. Pitch rate is pitches ÷ settled appointments and conversion is sales ÷ pitches, both over the last 90 days.

November 2026: 56 already booked + 325 still to fill = 381 appointments × 74% pitched = 281 pitches × 25.4% = about 71 sales, likely 66 to 77.

The same method is run the day before each of the last 6 months and checked against what happened. The range is as wide as 4 in 5 of those misses, never narrower than 8%. Here: 8% either side; it came within 10% in 5 of the 6 months.

Anything the last 90 days didn't have: a new supplier, a price rise, a rep leaving, a holiday. The sliders on Insights show what a change would do. Not shown when the export records no "Not sold".

Insights (Forecast), the Overview's month strip, the trend chart's pale bar.

Few = under 10 pitches (or leads, or appointments)

Other lines are set where they're used: a verdict needs 100 leads and 10 pitches; a rep's coaching line needs 8 pitches in 4 weeks; Money on the table only counts reps with 10+ pitches. The "few" line of 10 is fixed in the code.

Isla Buchanan, October, on the Reps table (first visits; her Trade visits are on the Trade page): 2 sales from 7 pitches = 28.6%, marked "few": one more or one less sale moves it by 14 points.

Nothing is dropped: the figure still shows at full strength, so you can see it and judge it yourself.

Reps, the heatmap on Insights, areas, sources.

You type them into a Reconcile tab; Vanzio fills in its own figures beside them and says where they differ. A difference is usually a definition to agree, not a bug: sales on the signing date rather than the appointment, cancelled sales left in, revenue with VAT or finance.

It proves the counting matches yours for the months checked. It can't prove the export was complete, which is why the data health checks run on every import.