Data completeness and reporting gaps

Use this guide when a Dashboard card, report metric, breakdown, or attributed sale is missing or does not match another Hellotext view or external system.

A difference is not always a tracking failure. Two views can use different periods, populations, timestamps, currencies, denominators, or attribution rules. Establish what each number measures before changing the integration.

Define the exact difference

Record both sides of the comparison:

• Hellotext business and report.
• Metric and breakdown selected.
• Start and end dates.
• Business and user timezone.
• Reporting currency.
• Channel, campaign, playbook, route, team, or segment filter.
• Value shown in Hellotext and value expected from the other source.
• One customer, order, conversation, or event that demonstrates the difference.

Avoid reporting only that “revenue is wrong” or “data is missing.” A concrete record lets you determine whether the gap began at collection, identity matching, report eligibility, or attribution.

1. Align the period and definition

Confirm that both views measure the same thing.

Match the date range

The Dashboard overview and Actions table always use the latest 14 days. Detailed reports have their own date selector and can use 7, 14, 30 days, or a custom period.

Using the same dates is necessary, but it is not enough. You must also confirm what event the selected period is based on.

Understand how each report counts results

Hellotext reports can assign a result to one of three kinds of dates:

• The date of the source activity: some metrics group later outcomes by the message, interaction, or conversation that produced them, even when the outcome happened on another day.
• The date the result happened: the period selects purchases, reviews, resolutions, or other events completed during that range.
• The current state: the section shows what is true at the displayed time, such as the current queue, pending follow-ups, or audience membership.

The report or section should explain which date it uses. The most common rules are:

For example, if a playbook message is sent on April 7 and a customer makes an attributed purchase on April 10, a revenue metric grouped by source message can show it on April 7. The Revenue report counts it on April 10. If the message belongs to a campaign, its detail report also counts the purchase on April 10.

The date-counting rule does not extend or replace the attribution window. In metrics grouped by source, a later purchase is added to the message date only when it qualifies under Hellotext’s attribution rules.

Match the metric definition

Commonly confused numbers include:

• Total revenue: commerce revenue available to Hellotext for the selected period, including attributed and unattributed revenue.
• Attributed revenue: eligible revenue credited to Hellotext under its attribution methodology.
• Conversion rate: a report-specific numerator divided by its report-specific eligible population.
• CTR: tracked clicks divided by delivered messages where that definition applies.
• Conversations: conversations started, not messages, unique customers, or the current Inbox queue.
• Action amount: monetary value attached to tracked occurrences of an action, not automatically attributed revenue.

Do not compare two percentages until you confirm that they use the same numerator and denominator.

2. Follow one record end to end

Choose one missing customer, purchase, conversation, or event and trace it through the measurement path.

Confirm the customer profile

In Audience, verify that:

• the profile exists in the correct business;
• its phone, email, external ID, or connected identity is correct;
• duplicate profiles did not split the activity;
• the expected property, subscription state, list, or segment is present; and
• the activity appears on the expected profile rather than another customer.

When a click lands on one profile and the purchase lands on another, the report may not be able to connect the journey even though both events exist.

Confirm the source event

Look for the event the metric needs:

• message sent or delivered;
• tracked link click;
• conversation start, assignment, escalation, or resolution;
• product view, cart, or checkout;
• purchase or custom conversion;
• cancellation, refund, or replacement order; or
• the custom action and monetary value expected in the Actions table.

If the event is absent from the customer activity, the problem is upstream of reporting. Check the connected store, channel, capture, Hellotext.js implementation, API request, or custom integration.

Confirm the event context

An event can exist but still lack the context required by the report. Check the customer identifier, order or product reference, channel, campaign or playbook source, currency, amount, status, and timestamp.

For custom tracking, use the exact action name expected by Hellotext. Small variations can create separate actions and split the results.

3. Check report eligibility

After confirming the event, check whether it belongs in the metric you are reviewing.

Dashboard

• For historical metrics, the event must fall inside the fixed 14-day period.
• Attributed revenue needs an active positive attribution record.
• The revenue benchmark also needs total commerce revenue for the period.
• Conversations counts conversation-start activity, not current queue state.
• The Actions table shows actions that have recorded events in the period.

Campaign reporting

• In the detail report, each send, delivery, click, and attributed purchase counts if that event occurred within the selected period.
• Delivery metrics require a recorded delivery result.
• CTR requires clicks recorded during the period and delivered messages for its denominator.
• Conversion and revenue require an eligible attributed purchase within the period; the original delivery may have happened earlier. If there are no deliveries in the range, the conversion rate may display zero even when there is an attributed purchase.

Playbook and performance reporting

• The playbook, route, or agent must be active and receive eligible traffic.
• The required trigger, interaction, conversion, escalation, or resolution event must be recorded.
• A playbook report combines event-date metrics with revenue grouped by source message; the Performance report groups outcomes by interaction start date. Check each metric’s rule before comparing periods.
• A populated breakdown needs the relevant source context, but the Performance report does not calculate every visible option; a blank reason or team result is not proof of no activity.

Operations reporting

• Service quality depends on conversation lifecycle and resolution data.
• SLA metrics need the relevant response and timing records.
• Workload and capacity depend on assignments, transfers, handling, resolution, teams, and teammates.
• In Operational Pressure, Utilization and Concurrent use sessions and handling from the selected period; Unanswered, Oldest waiting, and SLA risk reflect the current queue, and Burn combines both sources.

Demand insights

Demand insights considers interactions that ended in the selected period. Unfulfilled requires that they were resolved by AI or a teammate or closed by an automation, with no recorded conversion. Lost revenue multiplies that count by the average positive tracked revenue amount in the period, or uses a fixed fallback if none exists. Affected SKUs counts distinct recommending Playbooks, not products. Some visible breakdown options have no calculation; a blank result does not establish zero activity. A question in Inbox does not enter this count on its own: closing state and conversion matter.

4. Check attribution separately

An order can be present in total revenue without being attributed to Hellotext.

For a missing attributed sale, verify:

• Hellotext received the purchase or positive monetary event.
• The purchase is connected to the expected customer and order.
• An eligible campaign, route, playbook, click, delivery, recommendation, or commercial interaction exists.
• The evidence falls inside its attribution window.
• A recognized external source did not take precedence.
• Human checkout ownership or commercial activity did not change the applicable decision.
• A later cancellation, refund, replacement, or stronger source did not revoke or adjust the attribution.

Hellotext selects attribution according to the available evidence and does not credit the full amount independently to every campaign and playbook that touched the customer.

Read Sales attribution before treating an unattributed order as a missing event.

Common comparisons that do not match directly

Reconcile revenue with an external system

Compare individual orders before comparing totals.

1. Export or identify the same date range in both systems.
2. Use order references and customer identifiers to match records.
3. Confirm which order timestamp determines inclusion.
4. Compare currency and conversion behavior.
5. Check whether totals include taxes, shipping, discounts, cancellations, refunds, test orders, or duplicate/replacement orders.
6. Separate missing total revenue from missing attribution.
7. Use the Revenue export when you need Hellotext’s attribution reason and supporting context for credited rows.

Document the agreed comparison definition so the next reconciliation uses the same rules.

Understand recent and changing results

Recent results may change because:

• attribution windows are still open;
• an order or conversion arrives after the original interaction;
• a channel or commerce integration finishes processing late data;
• an order is cancelled, refunded, or replaced;
• stronger source evidence arrives; or
• corrected identity data connects previously separate activity.

In metrics grouped by source message, interaction start, or conversation start, a recent date can keep increasing while its outcome or attribution window remains open. Use an older period whose windows have closed for more stable comparisons. For current campaigns or always-on playbooks, treat early numbers as provisional.

When to contact Support

If the source event exists with the required context but the expected report still does not include it, send Support:

• business ID and report URL;
• metric, breakdown, and exact date range;
• business and user timezone;
• customer profile, order, conversation, campaign, or playbook ID;
• event name and timestamp;
• source integration or API path;
• expected and actual values; and
• screenshots or exports that show both sides of the comparison.

Use one or two representative records rather than a broad total without examples. Do not include passwords, API secrets, or unnecessary customer data.

If the event itself is missing, follow Troubleshoot missing signals or activity first.

Related guides

• Dashboard guide
• Analytics overview
• Revenue report guide
• Performance report guide
• Demand insights guide
• Service quality report guide
• Workload & capacity report guide
• Campaign reporting
• Playbook reporting
• Sales attribution
• Tracked links
• Verify your data and signals after setup
• Tracking events