How do I measure whether social is bringing people into the venue?

Measure it by asking, on the booking or the appointment, where people came from, and by counting messages that name a piece. Reach is not proof, and a spike from another city does not fill Tuesday. Add a short “how did you hear” line to the booking and note the answers for a week. The reel’s reach is treated as a full service, while at the door nobody named a piece. The month’s report counts messages, bookings or appointments, and which piece named them.