A click is not a visit: reading restaurant marketing reports honestly
The four layers of evidence — work, attention, intent and verified outcomes — and how to tell them apart.
Layer 1: work completed
Did the campaign go out, was the menu updated? This is the baseline you should always see.
Layer 2: attention
Views and impressions show reach, not interest.
Layer 3: intent
Menu views, call clicks, sign-ups and replies show interest. They are not visits.
Layer 4: verified outcomes
Confirmed bookings, redemptions or revenue — shown only when a connected system confirms them. Unknown is not zero.