Measure honestly / Note 26
Choose the right WiFi funnel denominator
Make conversion rates interpretable by writing the numerator and denominator beside every percentage.
Start with the decision.
A percentage can look impressive while answering the wrong question. Before comparing guest login performance, identify which events are measured and whether they cover the same population and period. Leave a rate unreported when its denominator is unavailable.
Three moves to make.
Choose one transition
Measure a specific step, such as completed logins divided by observed welcome views. Do not silently substitute all venue visitors for a count you do not have.
Align the window
Use matching time zones and date ranges. Decide how a journey that begins before the window and completes inside it will be handled.
Show the counts
Publish the numerator and denominator with the rate in internal reports. Note missing events, test records and changes in how the system measures them.
What it could look like.
Illustrative arithmetic: 60 completions from 100 measured welcome views gives 60% for that defined transition. It does not show that 60% of all venue visitors logged in, because the example never measured total visitors.
Make the idea concrete.
Use these five prompts with your team. The downloadable text worksheet includes the prompts, practical steps and review check. Save it, edit it or print it.
- Transition measuredRecord your decision and the evidence behind it.
- NumeratorRecord your decision and the evidence behind it.
- DenominatorRecord your decision and the evidence behind it.
- Reporting windowRecord your decision and the evidence behind it.
- Missing data notesRecord your decision and the evidence behind it.
The final check.
Recalculate the example from the raw counts. A colleague should be able to reproduce the percentage without guessing at the definition.
Do not compare a completion rate from one denominator with an opt-in rate from another as if they measure the same behavior.
What if welcome views are not available?
Report completed logins as a count and explain the limitation. Do not invent a denominator to create a conversion rate.
Meet your next connection.
See the guest journey in the interactive demo or prepare a setup plan for your venue. For current features and allowances, review the pricing page.