Know where your enquiries come from搞清楚询问是从哪里来的
Only real new enquiries are counted, and each one is traced to a channel you can trust — or left honestly as Unknown.只计算真正的新询问，并把每一条追溯到可信的来源渠道——查不到的就诚实归入「未知」。
这篇指南的正文目前只有英文版。标题、摘要与导览已翻译；内文仍在翻译中。
Cost per enquiry is only as good as the enquiry count. Hull used to count every new WhatsApp contact, and on a branch's main number most of those are existing parents asking to move a class — so the number was too high and every cost figure underneath it was too flattering.
Two things fix that: deciding what each of your numbers is *for*, and refusing to guess where a person came from.
1. Tell Hull what each number is for
Marketing → Connections. Every WhatsApp number you have connected gets a line type:
| Type | What it means |
|---|---|
| Enquiry line | The number you advertise. New people messaging it are counted. |
| Branch line | A branch's day-to-day number. Nothing here counts by default. |
| Unclassified | Not decided yet — counts nothing |
2. What actually counts
On an enquiry line, a contact counts when a new customer opened the chat. Never counted:
- an existing parent,
- your own staff,
- a conversation you started.
Walk-ins still count exactly as before — a family who never messaged is still an enquiry, recorded by hand.
A branch-line conversation that turns out to be a real enquiry can be promoted by hand from the inbox, and any chat can be counted or excluded individually. The contact drawer says whether that person counted, and why.
3. The channel is measured, or it is Unknown
Hull will not invent a source. There are three ways a channel gets set:
- Measured — somebody clicked a Meta ad to reach you. That carries its own channel, and you nominate on Marketing → Channels which of your channels those clicks land in.
- Suggested — each channel can carry keywords. If a first message matches, Hull *proposes* that channel and a person accepts or dismisses it. A suggestion is never counted until somebody confirms it.
- Neither — it sits under Unknown, honestly.
Marketing → Daily Marketing has a people icon on each day: it lists everyone who counted that day and everyone who did not, with buttons to fix either. Working that list is how Unknown shrinks.
Letting the suggestion apply itself
Confirming every suggested channel by hand is honest and it is also a queue nobody clears. There is now a switch — apply a detected channel without waiting for approval — and where it is on, a channel Hull worked out from your own keywords is written straight onto the enquiry, marked as detected rather than as something a person confirmed.
The distinction is kept on purpose: measured, detected, and confirmed-by-a-person are three different levels of confidence, and a report that blurred them would be worth less than one with an honest Unknown column.
It starts off. Turn it on once you trust what the suggestions look like on your own keywords, and the owner, a branch admin or a head can flip it — not the whole desk.
4. Read it by channel
The Marketing Dashboard's By Channel table puts the whole funnel side by side — spend, enquiries, trials, attended, sign-ups, and cost per sign-up — with an Unattributed row so nothing is quietly dropped. Whole-period cost figures divide only by the channels that actually carried spend.
Related: Read the marketing dashboard · Record the day's marketing · Connect your WhatsApp number.