Instrument the booking: form fill vs desk vs show

A form fill is a browser event: someone submitted name/phone on Northfield’s appointment form or Cedar’s long contact form. A desk-logged appointment is a human event: a closer or dispatcher wrote a time on the calendar (or in the DMS / job board). A show is a human event: the shopper or homeowner arrived. generate_lead can only claim the first unless you join IDs. Dana can have 40 form fills and 12 appointments if the desk never called back, or if generate_lead is the newsletter. Priya already published the split: 61 website form fills, 22 booked appointments, 9 no-shows, 14 GBP calls on a cell with no logging. Those four numbers are different funnels. Optimizing Ads to the 61 is how you buy comments about “how much does a new AC cost?”

Show rate = showed ÷ desk-logged booked. Cedar & Stone: 22 booked, 9 no-shows → 13 showed → 13/22 ≈ 59%. That is not a close rate and not a form-to-book rate. Form-to-book would be 22/61 ≈ 36% if every form is in the same pile — and they are not, because many forms are price questions. You may use 59% and 22/61 as given arithmetic. You may not invent a 20% close rate or a $380 ROAS. The instrumentation job is a sheet (or CRM) with one row per inbound: form_id or call_id, source/medium/campaign, desk_booked (Y/N + datetime), showed (Y/N), job_completed (Y/N). Until that join exists, GA4 cannot report show rate. Shipping the join is a measurement fix. Shipping a motivational poster that says “appointments > vanity” is not.

Northfield: pass the GA4 event_id or a form confirmation number into the desk calendar note. Cedar: pass the call-tracking ID (or the click_to_call timestamp + last-4 of the shopper phone) into the job ticket. If the receptionist still writes “phone / Facebook?” you will never split GBP organic from a $4,000 Search campaign. Capacity matters here too: Priya will not sell more than 40 booked appointments if the calendar cannot hold them. Measuring show rate on a Saturday that is already full is how you stop buying the 41st job you cannot run.