What we can
actually prove
Reach is easy to report and easy to buy. It is also the level at which almost every agency stops. This page sets out how far down the chain we try to get, how we instrument it, and where it honestly runs out.
The three levels of measurement
Level 1
Attention
Whether anyone saw it. The easiest to measure, which is why most reporting stops here.
- Reach
- Views
- Watch time
- Website traffic
- Profile visits
Level 2
Action
Whether it made anyone do something. The first step that costs a person effort.
- Clicks
- Calls
- Enquiries
- Bookings
- Registrations
- Direction requests and store visits
- Donations
Level 3
Commercial result
Whether it was worth doing. Almost always needs your data as well as ours.
- Customers
- Revenue
- Profit where it is measurable
- Cost per acquisition
- Customer lifetime value
- Repeat rate
- Retention
- Return on the engagement
How we make it
measurable
A baseline, taken first
Before anything goes live we record where you are: enquiries, bookings, calls, footfall, donations, followers. Without it, month three has nothing to be compared to and every claim afterwards is decoration.
Tracked links and UTMs
Every link we publish is tagged, so traffic can be separated by campaign, channel and asset rather than pooled into one number.
Campaign codes
A code at the till, on the booking, or in the basket. Crude, and the single most reliable way to connect a campaign to a real transaction.
Unique landing pages and forms
A campaign that lands on its own page can be measured. One that lands on your homepage cannot be separated from everything else.
Dedicated numbers and booking links
Where phone or bookings matter, a separate number or link makes the attribution real rather than inferred.
One page, monthly
Reported in your metrics against the baseline. Not a dashboard export with forty tiles nobody reads.
What this cannot do
Attribution is not perfect, and it is least perfect exactly where hospitality lives. Somebody sees a reel on Tuesday, mentions the place to a friend on Thursday, and walks in on Saturday without clicking anything. No tracking model captures that honestly, and any agency claiming otherwise is showing you a model, not a measurement.
What we can do is narrow the gap: set the baseline, instrument what is instrumentable, be explicit about what is inferred, and never present an estimate with the visual confidence of a verified number.
Every number is labelled
Any figure we publish — here, in a case study, or in your monthly report — carries one of these, plus the source it came from.
- Verified
- We hold the evidence — the screenshot, the export, the report.
- Client reported
- You told us. We have not independently checked it.
- Attributed
- Tracked to a specific campaign through links, codes or a form.
- Estimated
- Modelled from real inputs. A calculation, not a measurement.
- Projected
- Forward-looking. What we expect, not what happened.
What we can currently
stand behind
This is the complete set of figures ZeroPoint publishes today. It is short because most of our engagements are recent, and because a number without evidence behind it does not go on this website. The build enforces that: an unregistered figure fails the build.
- 300+Client reported
Through the door on launch day Client reported; the updated figure has not been independently verified.
Source: Updated client-reported figure supplied by ZeroPoint in the website review, 9 September 2026; supersedes the earlier advisory memorandum figure.
- 1,042Verified
TikTok followers at the end of the campaign The account finished the 30-day campaign window — 22 June to 22 July 2026 — here. This is where the campaign ended, not where the account stands today; the two answer different questions.
Source: TikTok analytics, captured 22 July 2026. Screenshot held in the Unity Cup evidence bank.
Start with a baseline
The best time to take one is before the work starts. If you are planning something, that time is now.
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