The largest channel is “we don’t know”.

Highest-value customer of the week left without loyalty enrolment or a review ask. Recover post-sale within 48 hours.

Customer stated she came on a promotional SMS and converted at ₹75K. Tag the send and measure the cohort — this is the only hard channel attribution in the set.

The highest-intent lost lead of the day is untraceable. Enforce contact and source capture before exit.

New customer, three-lakh ticket, source never asked. This is the clearest case for making source capture mandatory.

The only new-customer conversion this week came from a friend's referral, with no programme behind it. Design a referral incentive and instrument it.