Glossary
Definitions for the terms in a Tally report.
What do the terms in a Tally report mean?
This glossary defines the words Tally uses in a live-event report, including verified presence and the five confidence labels: observed, verified, inferred, modeled, and unavailable. It is best when you are reading a Tally figure and need the term meaning. A general marketing glossary fits better for terms this product does not use.
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Measurement terms
- Verified presence
- An attendance record that meets the applicable evidence policy for an event and time window. Invitation credit is a separate rule. Neither verification nor credit proves that a campaign changed attendance.
- Attributable invitation
- An invitation or link carrying recorded distribution context. A qualifying arrival can receive credit under the applicable rule and window; missing or conflicting sources remain visible.
- Qualifying dwell
- Time spent on site sufficient to support an attendance record, used as corroborating evidence alongside other signals rather than as proof on its own.
- Progressive confidence
- The principle that attendance records are not all equally certain. Assurance rises as more independent evidence agrees, and each record keeps the level it earned rather than being rounded up.
- Evidence source
- Any input that supports an attendance record: a supported check-in or permitted proximity evidence. Door, ticketing, credential and provider connectors require separate qualification; listing an evidence type does not establish an available integration.
- Cost per verified arrival
- Campaign cost divided by qualifying arrivals credited under the stated rule and window. Report the cost scope and deduplication. This efficiency measure does not estimate incremental attendance.
- Fraud-adjusted performance
- Promoter or campaign figures reviewed using the duplicate and abuse checks actually applied, including held credit and recorded corrections. Review coverage and unresolved cases. A fraud-adjusted label does not establish that every false account, manipulated scan or referral abuse was removed.
- Participation graph
- The connected record linking who promoted an event, who responded, who arrived, how the attendance was verified, and whether they returned. All Tally reporting is derived from it.
Confidence labels
These labels distinguish recorded facts, policy decisions, estimates and missing data. Check the method and scope in the particular report.
- Observed
- A fact directly recorded by Tally, such as a scan or check-in.
- Verified
- An outcome meeting the applicable policy using the supported evidence path. Report method and coverage; a recorded QR check-in alone is not universal proof of attendance.
- Inferred
- A value reasoned from surrounding signals, clearly separated from what was observed.
- Modeled
- An estimate produced by a model and never presented as a counted fact.