How Turnout measures webinar impact

1. What Turnout reads from Livestorm

• One-way and read-only (the events:read scope): data goes from Livestorm to Turnout, never back. Turnout reads your events, their sessions, and the people registered to each session, with their attendance.
• Left out: guest speakers, breakout rooms, Livestorm hosts and team members, invalid emails, people whose email is on one of your company’s domains, and the webinars you exclude (section 5). Settings › Data quality counts them.
• When: every day, with your billing. The first refresh reads your whole webinar history; the next ones read what changed since.

2. How attendees are matched with your customers

Turnout links a Livestorm registrant to a Stripe customer by email. With the recommended setting, it then tries the company domain: jane@acme.com matches the customer billed at billing@acme.com when only one customer uses acme.com. Public email providers such as gmail.com never match by domain. Registrants who match no customer are prospects.

Settings › Data quality shows how many registrants were matched, by email or by domain, and why the others were not.

3. The four customer stages

• Prospect (registered for a webinar before buying): Do prospects who attend become customers more often than no-shows?
• Trial (attended during their trial): Do trial users who attend convert more often?
• New customer (attended in their first 30 days): Do new customers who attend early stay longer?
• Customer (attended while already paying): Do customers who attend expand more often? Do customers who attend churn less often?

A prospect counts as converted when they start paying within 90 days of their first webinar. A new customer counts as retained when they still pay 6 months after they started. For customers, each month they attended is compared with the months they did not, over the next 3 months.

4. The method

• Who counts as an attendee. Live attendance only: replays and on-demand views are not counted yet. People are linked to customers by email, then by company domain if you chose so in settings (personal addresses such as gmail.com never match by domain). Someone who changed email between attending and paying can be missed.
• Adjusted for the obvious differences. People are compared within groups that look alike (same month, plan, monthly or annual billing, or tenure), then the groups are combined. The headline figure is this adjusted difference, in percentage points; the raw difference is shown under it.
• Attending comes first. Attendance only counts inside a window that closes before the result is measured (for example a new customer’s first 30 days, before checking whether they are still a customer 6 months later). Otherwise someone who stayed a year would have had a year to attend, and attendees would look better by construction.
• With its uncertainty. Each figure comes with a 95% confidence interval: the range the real difference likely falls in. When the range includes zero, there is no clear difference yet.
• Small numbers are not results. Below 30 people or 5 outcomes in a group, a finding shows the counts and “not enough data yet” instead of a rate or a difference. It does the same when attendees and the others never fall in comparable groups, since they cannot be compared fairly.

Association, not proof of cause. Customers who attend webinars are often your most engaged ones, who might have done better anyway. So each figure compares attendees with comparable people who did not attend, and reads “attendees did X points better”, never “webinars caused it”.

5. Webinar settings

Admins change these in Settings › Webinar settings; the next refresh applies them.

• Matching attendees to customers: email, then company domain (recommended), or exact email only.
• Your company’s email domains: attendees with these domains are your team, not prospects, and are left out.
• Excluded webinars: internal or test webinars to ignore, by their Livestorm event id.
• Livestorm call budget: Livestorm allows 10,000 API calls every 30 days per workspace, shared with your other tools. A refresh stops at this budget (3,000 by default) and keeps what it has read; Settings › Sources shows the calls used.

6. What it does not do yet

• Replays and on-demand views are not counted as attendance.
• One Livestorm workspace and one Stripe account per Turnout workspace.
• Turnout needs Stripe connected: without billing data, there is nothing to compare attendance with.
• Nothing is written to Livestorm: no registrations, no tags, no contact updates.