How your numbers are counted
Every number on the dashboard is traceable back to the raw events we received from your tools (Calendly, Stripe, iClosed, GoHighLevel, and so on). When you click a number, you do not just see the result: you see every event received, including the ones that do not count, with the reason.
The goal is simple: you should be able to find, down to the row, the exact total your own tool shows.
Counted, not counted, received
When you click a number, a header sums up three figures:
- Counted: the value of the number shown (the KPI).
- Not counted: received events that are not counted in this number (a repeat from the same contact, a technical duplicate, a cancellation, and so on).
- Received: the raw total of what we received from your tool. This is the number that should match what you see on your side.
Not-counted events appear greyed out, grouped under their contact, with a reason label. Nothing is hidden: you see why each row does or does not count.
What each not-counted row says
The label is produced automatically by the counting engine: it reflects exactly the logic behind the number, and states only facts, never an interpretation.
Repeats from the same contact. When the same person comes back, the row simply shows their rank: "2nd booking from this contact", "3rd purchase from this contact", "2nd lead from this contact". For sales, a deposit and its installments for the same product count as a single purchase (product grouping): the rank follows the purchase, not each payment.
Technical cases. The row states the precise fact:
| Label | Fact |
|---|---|
| duplicate payment | The same payment received from two sources, or a sale already covered by an invoice. |
| refunded | The payment was refunded. |
| unpaid | The payment is not finalized (pending, failed). |
| imported | A baseline record imported at setup, prior to tracking (not a new event in the period). |
| cancelled | A cancelled meeting (so not a meeting that happened). |
You can hide or show the not-counted rows at any time with the dedicated button.
Why a month is not the sum of the weeks
When we count unique people rather than events, someone active in week 1 and again in week 3 counts once in each week, but only once for the month. The monthly total is therefore always less than or equal to the sum of the weeks. This is expected, and the drilldown makes it visible: the same person's additional meetings or purchases are greyed out.
Choosing how your leads and bookings are counted
By default, every event counts (the norm). If the same contact generates several leads or several bookings and you would rather count them once, you set this yourself in Settings > Sale rules, section "How my numbers are counted":
- Count every event (default): every lead and every booking counts.
- Once per contact: the same contact counts only once. You can add a re-count window (for example: count the same contact again after 30 days; empty = never).
DURUM decides nothing for you: as long as you change nothing, the numbers stay exactly what they are today. Technical duplicates (retries, same payment) are always removed, whatever your choice. And the effect is verifiable: the drilldown greys out repeats according to your setting, so the number and the detail can never contradict each other.
Custom events: events or unique contacts
When you create a custom event (Events Manager), you choose how it is counted:
- Every event: each occurrence counts (raw volume).
- Unique contacts: the same person counts only once. You then specify how to identify a person (email, phone, or either) and, if needed, a re-count window (for example: the same person counts again after 30 days; empty = never re-counted).
This choice drives both the number shown and the greyed-out events in the drilldown: the two can never contradict each other.