Marketing should leave a trail.
Follow attention to action to outcomes without pretending the evidence is stronger than it is. Rainwicket helps make the visible signals useful and names what is still unknown.
Known
Known: the numbers and definitions you can record for a stated period.
Unknown
Unknown: anything the available inputs cannot establish, including causality or source attribution.
The standard
Rainwicket Proof Standard
No invented results.
No vanity metrics without context.
No ROI claim without a defined outcome, period, measurement, and calculation.
A connected progression
From attention to economics.
Each signal gives the next one a clearer frame. Missing information is UNKNOWN, not failure.
The first visible trace of demand finding the business or its message.
Examples
- Website visits
- Ad clicks and calls
Missing attention data is UNKNOWN, not failure; the source and period may simply be unrecorded.
A person takes a step that signals interest beyond passive exposure.
Examples
- Inquiries or leads
- A call with a defined reporting window
Missing intent data is UNKNOWN, not failure; activity alone does not define a useful action.
The action can be reviewed against the service, location, need, and capacity that matter.
Examples
- Qualified inquiries
- A shared definition of a good-fit lead
Missing fit data is UNKNOWN, not failure; an inquiry count cannot establish lead quality by itself.
The defined business event that follows, when it can be recorded consistently.
Examples
- Booked jobs or appointments
- Purchases or completed jobs
Missing outcome data is UNKNOWN, not failure; an inquiry cannot be treated as a completed outcome.
The cost and associated revenue are read together with their definitions and limits.
Examples
- Marketing spend
- Associated revenue and cost per outcome
Missing economics data is UNKNOWN, not failure; a ratio is only as meaningful as its event, period, and attribution.
The Proof Lab
Put your numbers to work.
Add only what you know for one reporting period. Blank fields stay unknown, and every result shows its formula.
All fields are optional. Use zero only when zero is a known value.
Context
Optional label, such as Q2 2026.
Attention and intent
Leave blank when unknown.
Leave blank when unknown.
A count alone does not define call quality.
Use your stated inquiry definition.
Fit and outcome
Use a consistent qualification rule.
Use the outcome you define.
Recorded for context; not used in a formula below.
Economics
Enter a nonnegative amount.
Use only revenue you can define and associate.
Local context only; it is never submitted.
Readout
Evidence with its edges showing.
Calculated does not mean causal. It means the recorded inputs support the displayed formula.
Values recorded directly from the inputs.
No values recorded yet.
Only complete, denominator-safe formulas appear here.
No calculated results yet.
Blank or zero-denominator inputs stay unknown.
Cost per click
Unknown
marketing spend / ad clicks
Record both marketing spend and ad clicks for the same period.
Cost per inquiry
Unknown
marketing spend / inquiries
Record both marketing spend and inquiries for the same period.
Cost per qualified inquiry
Unknown
marketing spend / qualified inquiries
Record both marketing spend and qualified inquiries for the same period.
Cost per booked job
Unknown
marketing spend / booked jobs
Record both marketing spend and booked jobs for the same period.
Inquiry conversion rate
Unknown
inquiries / website visits
Record both inquiries and website visits for the same period.
Qualified inquiry rate
Unknown
qualified inquiries / inquiries
Record both qualified inquiries and inquiries for the same period.
Booking rate
Unknown
booked jobs / inquiries
Record both booked jobs and inquiries for the same period.
Revenue per booked job
Unknown
associated revenue / booked jobs
Record both associated revenue and booked jobs for the same period.
Revenue per dollar of marketing spend
Unknown
associated revenue / marketing spend
Record both associated revenue and marketing spend for the same period.
This is a revenue-to-spend ratio, not ROI without a defined acquisition event, period, measurement, and calculation.
Not enough information to evaluate this signal yet.
Estimated
This Lab makes no estimates.
What can be seen
No measured or calculated signal is visible yet.
What is not yet visible
- Cost per click: Not enough information to evaluate this signal yet. Record both marketing spend and ad clicks for the same period.
- Cost per inquiry: Not enough information to evaluate this signal yet. Record both marketing spend and inquiries for the same period.
- Cost per qualified inquiry: Not enough information to evaluate this signal yet. Record both marketing spend and qualified inquiries for the same period.
- Cost per booked job: Not enough information to evaluate this signal yet. Record both marketing spend and booked jobs for the same period.
Next signal
Most useful next signal: record marketing spend for the same reporting period.
Read the edges
What the numbers don’t tell you
A clean calculation still has boundaries. These inputs can show a trail, not the whole journey.
Clicks
Clicks show activity, not attention quality, intent, or a completed outcome.
Calls
Call counts do not establish who called, why they called, or whether the call was useful.
Lead quality
Inquiry volume cannot define fit without a shared qualification rule and review.
Revenue attribution
Associated revenue needs an agreed event and attribution method; revenue per dollar is not automatically ROI.
Multi-channel journeys
A person may move across search, ads, referrals, calls, and offline conversations before an outcome.
Acknowledging what cannot be known is part of making the evidence more trustworthy.
Keep the trail honest
Measure what you can. Name what you cannot.
DIAGNOSE → FIX → MEASURE → PROVE