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+ ILLUSTRATIVE SAMPLE

An answer your team
can work from.

A location brief should carry the evidence, the next action, and the follow-up together. This example shows the structure; it contains no real client results.

ConversionSignalCS / 003
ILLUSTRATIVE LOCATION BRIEF

Location C.
The next move.

READY FOR
REVIEW ↗
THE SIGNAL$30 → $300

Same cost per inquiry.
Highest cost per appointment shown.

  1. 01
    What we found

    A quarter of booked appointments were recorded as shown.

  2. 02
    What we’re reviewing

    The confirmation journey, with the account manager and lead response team.

  3. 03
    What comes next

    A proposed test, a review decision, and a defined follow-up window.

FICTIONAL SCENARIOINTELLIGENCE → EXECUTION
Evidence attached.Context carried forward.

ILLUSTRATIVE NETWORK SNAPSHOT

The average is a starting point.
The locations explain it.

Fictional data for one completed reporting window. All three locations have the same ad spend and inquiry count. In this simplified example, every booking has a recorded attendance outcome and spend is fully attributable to the inquiries shown.

LOCATION COMPARISONILLUSTRATIVE
Location A75%
Location B50%
Location C25%

Same 40 bookings. Different attendance.
Fictional completed cohort · Show rate = attended ÷ booked.

LocationAd spendInquiriesBookedAttendedShow rateCost / attended
Location A$3,000100403075%$100
Location B$3,000100402050%$150
Location C$3,000100401025%$300
Network$9,0003001206050%$150

Read the measures correctly. All locations have a $30 cost per inquiry and a 40% inquiry-to-booking rate. Show rate is attended ÷ booked in this fictional completed cohort; cost per attended appointment is spend ÷ attended. Neither measure establishes a purchase, revenue, or customer acquisition cost.

What stands out

The acquisition and booking measures match, but attendance differs. The network’s $150 cost per attended appointment hides Location C’s $300.

What it does not explain

The table does not establish why people failed to attend. Source mix, appointment timing, availability, and recording quality still need review.

What to investigate next

Start with Location C’s booking-to-visit experience. Bring the account context and booking process into the same review before choosing a change.

ConversionSignalILLUSTRATIVE BRIEF
LOCATION C · NO LIVE CLIENT DATA

FROM FINDING TO FOLLOW-UP

Review the booking-to-visit experience.

The signal
Bookings aren’t becoming visits.A location-level attendance gap prompts a review of the journey between booking and arrival.
Evidence to check
The reporting window, eligible appointments, lead sources, and how attendance is recorded. Confirm that the locations being compared share relevant characteristics.
Working hypothesis
The confirmation experience may be contributing to the gap. This is a question to investigate, not an established cause.
Owner
Account manager + lead response teamBring the account context and booking workflow into the same review.
Proposed action
Compare confirmation steps and prepare a scoped test for review. Record the approved change and its start date before execution.
Current status
Awaiting review No change has been applied in this illustrative example.
Measurement plan
Review booking-to-arrival outcomes for eligible appointments before and after the change, using a defined window and consistent recording method.
Next client update
What was found, what was approved, what was done, and when the follow-up can be assessed. Report an inconclusive result when the evidence is insufficient.

Outcome: measurement pending. Completing the task does not prove it improved performance. This sample demonstrates a workflow, not a result or a universally available capability.

AFTER THE HANDOFF

The next report
closes the loop.

Decision record

Record whether the proposed test was approved, changed, or deferred. Include the reason and the person responsible. A deferred action should remain visible rather than appear as an unexplained lack of progress.

Execution record

Capture what actually changed, when it started, and which appointments or locations were affected. If the planned change was only partly implemented, the follow-up should say so.

Outcome review

Use the agreed measure and window. Show the eligible counts as well as the rate, note other changes, and decide whether to continue, adjust, or investigate further. No post-change result is supplied in this fictional example.

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