{
  "schema_version": "1.0.0",
  "data_status": "synthetic_draft_only",
  "company": "Линия",
  "period": {
    "start": "2026-09-01T00:00:00+03:00",
    "end_exclusive": "2026-10-01T00:00:00+03:00",
    "timezone": "Europe/Moscow"
  },
  "currency": "RUB",
  "method": {
    "label": "первый сохранённый источник лида; денежный отчёт по фиксированной сентябрьской когорте",
    "attribution": "First persisted channel from the synthetic eligible lead row. Blank channel maps to unattributed. Do not allocate it to other channels. A nonblank channel without a channel-costs entry requires a cost-coverage diagnostic rather than invented zero cost.",
    "money": "целые RUB, точная целочисленная арифметика; кассовый взгляд (успешные оплаты минус успешные возвраты), не бухгалтерская выручка",
    "unknown_policy": "Unknown cost, unknown profit or undefined ratio remains null. Actual costs of delivery, taxes and full P&L are absent: profit is unknown. Net revenue minus acquisition cost may be displayed with exactly that label; it is not profit.",
    "profit": "неизвестно: нет себестоимости, налогов и полного P&L",
    "net_revenue_minus_acquisition_label": "Чистая выручка минус затраты на привлечение (не прибыль)"
  },
  "total": {
    "channel": "all",
    "lead_ids": [
      "L001",
      "L002",
      "L003",
      "L004",
      "L005",
      "L006",
      "L007",
      "L008",
      "L009",
      "L010",
      "L011",
      "L012",
      "L013",
      "L014",
      "L015",
      "L016",
      "L017",
      "L018",
      "L019",
      "L020",
      "L021",
      "L022",
      "L023",
      "L024",
      "L025",
      "L026",
      "L027"
    ],
    "qualified_lead_ids": [
      "L001",
      "L002",
      "L003",
      "L004",
      "L005",
      "L009",
      "L010",
      "L015",
      "L016",
      "L017",
      "L019",
      "L020",
      "L021",
      "L024",
      "L025",
      "L027"
    ],
    "eligible_order_ids": [
      "ORD001",
      "ORD002",
      "ORD003",
      "ORD004",
      "ORD005",
      "ORD006",
      "ORD007",
      "ORD008"
    ],
    "paid_order_ids": [
      "ORD001",
      "ORD002",
      "ORD003",
      "ORD004",
      "ORD005",
      "ORD006",
      "ORD007"
    ],
    "customer_ids": [
      "C001",
      "C002",
      "C003",
      "C004",
      "C005",
      "C006",
      "C007"
    ],
    "form_event_ids": [
      "E001",
      "E002",
      "E003",
      "E004",
      "E005",
      "E006",
      "E007",
      "E008",
      "E009",
      "E010",
      "E011",
      "E012",
      "E013",
      "E014",
      "E015",
      "E016",
      "E017",
      "E018",
      "E019",
      "E020",
      "E021",
      "E022",
      "E023",
      "E024",
      "E025",
      "E026",
      "E027",
      "E029"
    ],
    "leads": 27,
    "qualified": 16,
    "eligible_orders": 8,
    "paid_orders": 7,
    "paid_customers": 7,
    "form_events": 28,
    "paid_spend_rub": 250000,
    "other_cost_rub": 50000,
    "total_cost_rub": 300000,
    "cost_coverage": "full_pool",
    "gross_revenue_rub": 336000,
    "refunds_rub": 48000,
    "net_revenue_rub": 288000,
    "net_revenue_minus_acquisition_rub": -12000,
    "profit_rub": null,
    "cpl": {
      "numerator": 300000,
      "denominator": 27,
      "value": 11111.11
    },
    "cpql": {
      "numerator": 300000,
      "denominator": 16,
      "value": 18750.0
    },
    "cac": {
      "numerator": 300000,
      "denominator": 7,
      "value": 42857.14
    },
    "qualified_rate": {
      "numerator": 16,
      "denominator": 27,
      "value": 0.5926
    },
    "paid_rate": {
      "numerator": 7,
      "denominator": 27,
      "value": 0.2593
    }
  },
  "channels": [
    {
      "channel": "direct_search",
      "lead_ids": [
        "L001",
        "L002",
        "L003",
        "L004",
        "L005",
        "L006",
        "L007",
        "L008"
      ],
      "qualified_lead_ids": [
        "L001",
        "L002",
        "L003",
        "L004",
        "L005"
      ],
      "eligible_order_ids": [
        "ORD001",
        "ORD002",
        "ORD008"
      ],
      "paid_order_ids": [
        "ORD001",
        "ORD002"
      ],
      "customer_ids": [
        "C001",
        "C002"
      ],
      "form_event_ids": [
        "E001",
        "E002",
        "E003",
        "E004",
        "E005",
        "E006",
        "E007",
        "E008",
        "E027"
      ],
      "leads": 8,
      "qualified": 5,
      "eligible_orders": 3,
      "paid_orders": 2,
      "paid_customers": 2,
      "form_events": 9,
      "paid_spend_rub": 120000,
      "other_cost_rub": 0,
      "total_cost_rub": 120000,
      "cost_coverage": "known",
      "gross_revenue_rub": 96000,
      "refunds_rub": 0,
      "net_revenue_rub": 96000,
      "net_revenue_minus_acquisition_rub": -24000,
      "profit_rub": null,
      "cpl": {
        "numerator": 120000,
        "denominator": 8,
        "value": 15000.0
      },
      "cpql": {
        "numerator": 120000,
        "denominator": 5,
        "value": 24000.0
      },
      "cac": {
        "numerator": 120000,
        "denominator": 2,
        "value": 60000.0
      },
      "qualified_rate": {
        "numerator": 5,
        "denominator": 8,
        "value": 0.625
      },
      "paid_rate": {
        "numerator": 2,
        "denominator": 8,
        "value": 0.25
      }
    },
    {
      "channel": "vk_ads",
      "lead_ids": [
        "L009",
        "L010",
        "L011",
        "L012",
        "L013",
        "L014"
      ],
      "qualified_lead_ids": [
        "L009",
        "L010"
      ],
      "eligible_order_ids": [
        "ORD003"
      ],
      "paid_order_ids": [
        "ORD003"
      ],
      "customer_ids": [
        "C003"
      ],
      "form_event_ids": [
        "E009",
        "E010",
        "E011",
        "E012",
        "E013",
        "E014"
      ],
      "leads": 6,
      "qualified": 2,
      "eligible_orders": 1,
      "paid_orders": 1,
      "paid_customers": 1,
      "form_events": 6,
      "paid_spend_rub": 80000,
      "other_cost_rub": 0,
      "total_cost_rub": 80000,
      "cost_coverage": "known",
      "gross_revenue_rub": 48000,
      "refunds_rub": 48000,
      "net_revenue_rub": 0,
      "net_revenue_minus_acquisition_rub": -80000,
      "profit_rub": null,
      "cpl": {
        "numerator": 80000,
        "denominator": 6,
        "value": 13333.33
      },
      "cpql": {
        "numerator": 80000,
        "denominator": 2,
        "value": 40000.0
      },
      "cac": {
        "numerator": 80000,
        "denominator": 1,
        "value": 80000.0
      },
      "qualified_rate": {
        "numerator": 2,
        "denominator": 6,
        "value": 0.3333
      },
      "paid_rate": {
        "numerator": 1,
        "denominator": 6,
        "value": 0.1667
      }
    },
    {
      "channel": "avito",
      "lead_ids": [
        "L015",
        "L016",
        "L017",
        "L018"
      ],
      "qualified_lead_ids": [
        "L015",
        "L016",
        "L017"
      ],
      "eligible_order_ids": [
        "ORD004"
      ],
      "paid_order_ids": [
        "ORD004"
      ],
      "customer_ids": [
        "C004"
      ],
      "form_event_ids": [
        "E015",
        "E016",
        "E017",
        "E018"
      ],
      "leads": 4,
      "qualified": 3,
      "eligible_orders": 1,
      "paid_orders": 1,
      "paid_customers": 1,
      "form_events": 4,
      "paid_spend_rub": 50000,
      "other_cost_rub": 0,
      "total_cost_rub": 50000,
      "cost_coverage": "known",
      "gross_revenue_rub": 48000,
      "refunds_rub": 0,
      "net_revenue_rub": 48000,
      "net_revenue_minus_acquisition_rub": -2000,
      "profit_rub": null,
      "cpl": {
        "numerator": 50000,
        "denominator": 4,
        "value": 12500.0
      },
      "cpql": {
        "numerator": 50000,
        "denominator": 3,
        "value": 16666.67
      },
      "cac": {
        "numerator": 50000,
        "denominator": 1,
        "value": 50000.0
      },
      "qualified_rate": {
        "numerator": 3,
        "denominator": 4,
        "value": 0.75
      },
      "paid_rate": {
        "numerator": 1,
        "denominator": 4,
        "value": 0.25
      }
    },
    {
      "channel": "organic",
      "lead_ids": [
        "L019",
        "L020",
        "L021",
        "L022",
        "L023"
      ],
      "qualified_lead_ids": [
        "L019",
        "L020",
        "L021"
      ],
      "eligible_order_ids": [
        "ORD005"
      ],
      "paid_order_ids": [
        "ORD005"
      ],
      "customer_ids": [
        "C005"
      ],
      "form_event_ids": [
        "E019",
        "E020",
        "E021",
        "E022",
        "E023"
      ],
      "leads": 5,
      "qualified": 3,
      "eligible_orders": 1,
      "paid_orders": 1,
      "paid_customers": 1,
      "form_events": 5,
      "paid_spend_rub": 0,
      "other_cost_rub": 20000,
      "total_cost_rub": 20000,
      "cost_coverage": "known",
      "gross_revenue_rub": 48000,
      "refunds_rub": 0,
      "net_revenue_rub": 48000,
      "net_revenue_minus_acquisition_rub": 28000,
      "profit_rub": null,
      "cpl": {
        "numerator": 20000,
        "denominator": 5,
        "value": 4000.0
      },
      "cpql": {
        "numerator": 20000,
        "denominator": 3,
        "value": 6666.67
      },
      "cac": {
        "numerator": 20000,
        "denominator": 1,
        "value": 20000.0
      },
      "qualified_rate": {
        "numerator": 3,
        "denominator": 5,
        "value": 0.6
      },
      "paid_rate": {
        "numerator": 1,
        "denominator": 5,
        "value": 0.2
      }
    },
    {
      "channel": "outreach",
      "lead_ids": [
        "L024",
        "L025",
        "L026"
      ],
      "qualified_lead_ids": [
        "L024",
        "L025"
      ],
      "eligible_order_ids": [
        "ORD006"
      ],
      "paid_order_ids": [
        "ORD006"
      ],
      "customer_ids": [
        "C006"
      ],
      "form_event_ids": [
        "E024",
        "E025",
        "E026"
      ],
      "leads": 3,
      "qualified": 2,
      "eligible_orders": 1,
      "paid_orders": 1,
      "paid_customers": 1,
      "form_events": 3,
      "paid_spend_rub": 0,
      "other_cost_rub": 30000,
      "total_cost_rub": 30000,
      "cost_coverage": "known",
      "gross_revenue_rub": 48000,
      "refunds_rub": 0,
      "net_revenue_rub": 48000,
      "net_revenue_minus_acquisition_rub": 18000,
      "profit_rub": null,
      "cpl": {
        "numerator": 30000,
        "denominator": 3,
        "value": 10000.0
      },
      "cpql": {
        "numerator": 30000,
        "denominator": 2,
        "value": 15000.0
      },
      "cac": {
        "numerator": 30000,
        "denominator": 1,
        "value": 30000.0
      },
      "qualified_rate": {
        "numerator": 2,
        "denominator": 3,
        "value": 0.6667
      },
      "paid_rate": {
        "numerator": 1,
        "denominator": 3,
        "value": 0.3333
      }
    },
    {
      "channel": "unattributed",
      "lead_ids": [
        "L027"
      ],
      "qualified_lead_ids": [
        "L027"
      ],
      "eligible_order_ids": [
        "ORD007"
      ],
      "paid_order_ids": [
        "ORD007"
      ],
      "customer_ids": [
        "C007"
      ],
      "form_event_ids": [
        "E029"
      ],
      "leads": 1,
      "qualified": 1,
      "eligible_orders": 1,
      "paid_orders": 1,
      "paid_customers": 1,
      "form_events": 1,
      "paid_spend_rub": null,
      "other_cost_rub": null,
      "total_cost_rub": null,
      "cost_coverage": "unknown_allocation",
      "gross_revenue_rub": 48000,
      "refunds_rub": 0,
      "net_revenue_rub": 48000,
      "net_revenue_minus_acquisition_rub": null,
      "profit_rub": null,
      "cpl": {
        "numerator": null,
        "denominator": 1,
        "value": null
      },
      "cpql": {
        "numerator": null,
        "denominator": 1,
        "value": null
      },
      "cac": {
        "numerator": null,
        "denominator": 1,
        "value": null
      },
      "qualified_rate": {
        "numerator": 1,
        "denominator": 1,
        "value": 1.0
      },
      "paid_rate": {
        "numerator": 1,
        "denominator": 1,
        "value": 1.0
      }
    }
  ],
  "attribution_coverage_paid_orders": {
    "numerator": 6,
    "denominator": 7,
    "value": 0.8571
  },
  "reconciliation": {
    "files": {
      "channel-costs.csv": {
        "raw_rows": 5,
        "deduplicated_rows": 5,
        "identical_replays": 0,
        "excluded_rows": 0,
        "excluded_reasons": {},
        "eligible_rows": 5
      },
      "leads.csv": {
        "raw_rows": 28,
        "deduplicated_rows": 28,
        "identical_replays": 0,
        "excluded_rows": 1,
        "excluded_reasons": {
          "test_row": 1
        },
        "eligible_rows": 27
      },
      "orders.csv": {
        "raw_rows": 9,
        "deduplicated_rows": 9,
        "identical_replays": 0,
        "excluded_rows": 1,
        "excluded_reasons": {
          "test_row": 1
        },
        "eligible_rows": 8
      },
      "form-events.csv": {
        "raw_rows": 29,
        "deduplicated_rows": 29,
        "identical_replays": 0,
        "excluded_rows": 1,
        "excluded_reasons": {
          "test_row": 1
        },
        "eligible_rows": 28
      },
      "payment-events.csv": {
        "raw_rows": 11,
        "deduplicated_rows": 10,
        "identical_replays": 1,
        "excluded_rows": 2,
        "excluded_reasons": {
          "payment_status_pending_not_cash": 1,
          "test_row": 1
        },
        "eligible_rows": 8
      }
    },
    "transaction_replays": 1,
    "flags": {
      "channel_leads_sum_equals_total": true,
      "channel_qualified_sum_equals_total": true,
      "channel_form_events_sum_equals_total": true,
      "channel_eligible_orders_sum_equals_total": true,
      "channel_paid_orders_sum_equals_total": true,
      "channel_paid_customers_sum_equals_total": true,
      "channel_net_revenue_sum_equals_total": true,
      "channel_lead_ids_partition_total": true,
      "known_channel_cost_sum_equals_global_pool": true
    },
    "cost_pool": {
      "paid_spend_rub": 250000,
      "other_cost_rub": 50000,
      "total_cost_rub": 300000,
      "known_channel_cost_sum_rub": 300000,
      "unattributed_cost_rub": null,
      "explanation": "Общий срез использует весь пул расходов из channel-costs.csv. Стоимость неопределённого источника (unattributed) неизвестна: это null, не ноль и не добавка к пулу. Суммы каналов с известной стоимостью равны пулу, поскольку все строки расходов относятся к именованным каналам; это не доказывает нулевую стоимость unattributed."
    },
    "diagnostics": []
  },
  "limitations": [
    "Все строки синтетические: это учебная практика, не выгрузка Метрики, CRM или банка.",
    "Фиксированная сентябрьская когорта; данные других периодов и когорт не моделируются.",
    "Ограниченная учебная выборка не доказывает причинный эффект канала и не даёт оснований распределять реальный рекламный бюджет.",
    "Нет фактической себестоимости, налогов и полного P&L: прибыль неизвестна.",
    "Неизвестный источник и неизвестные значения не заменяются другими каналами или нулём."
  ]
}