For Everyone · Updated Oct 20, 2026
Choosing success criteria
Before a pilot starts, we agree with you on how success will be measured. Writing it down early means everyone judges the results the same way.
What we agree on
| Item | Example |
|---|---|
| Overall goal | Grow new-customer acquisition without raising cost per acquisition |
| KPI | Cost per opportunity |
| Optimization stage | Opportunity created |
| Current baseline | $1,500 per opportunity |
| Lead-to-stage time | 14 days |
These start as a working draft to guide setup. We'll confirm them once we've done a full deep dive on your data.
How we choose a KPI
- Volume: Enough conversions for the ad platform to learn from.
- Speed: Matures inside the pilot window.
- Value: As close to revenue as volume and speed allow.
If your final outcome, like a purchase, takes months, we'll usually pick an earlier step that leads to it, such as a booked meeting or qualified opportunity. The model can be built to predict that same step, so what Scowtt optimizes toward and what you measure line up.
Agreeing on the numbers
Results are only useful if both teams trust the same numbers, so we'll agree on:
- Source of truth: In-platform reporting, or your internal reporting, such as a CRM dashboard of opportunities by campaign.
- Attribution: If you use internal reporting, which model it uses, such as last click, first touch, data-driven or custom.
- Reports you'll share: Access or exports we'll use to match your numbers.
- Other considerations: Anything that affects how results should be read, such as seasonality or a compliance review.
If you use internal reporting, we'll need access to it, so we see success the way you do and can optimize and report accurately.