Counting people, not rows

The problem

The new campaign needed sizing, and the count had to hold before a single message went out. Campaign rows were easy to count. People were the number that mattered, because one person can sit in several campaigns.

What we built

We sized it from the source. We read the platform API live, campaign by campaign, across every campaign in scope. Then we folded the rows down to distinct people before counting anything.

What it produced

• About 4,000 campaign rows became about 2,200 distinct people. Roughly 1,500 people sat in more than one campaign. Sizing on rows would have inflated every figure by about 78 percent.
• A documented platform limit turned out to be wrong. The endpoint was said to return only pending leads. It returned every status.

Then the binding constraint. The email step needs a company domain to find an address. On one path, under 1 percent of the surviving contacts had one. On the other path, about 8 percent did. That's the real size of the campaign, and it's a lot smaller than the row count said.

What runs now

Sizing reads the live API and counts distinct people, once per person, whichever campaigns they sit in.

Your scenario

Before you size a campaign, count people, not rows, and read the count from the platform itself. Send us the count you're planning around and we'll tell you how we'd check it.

Related tools: HeyReach, Instantly, Multichannel Enrollment Rules, Sequencer Event Poller on the Apify Store, Sequencer Event Poller

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Client names are always kept confidential at MMG, so they have been removed from this case study.

Published July 14, 2026

Last updated November 2, 2026