ScowttHelp Center

For Everyone · Updated Oct 20, 2026

Glossary of Scowtt terms

The terms you'll see in onboarding calls, readouts and this Help Center.

  • Backfill: The initial load of historical data. Scowtt validates it with you before recurring updates start.
  • BAU (business as usual): Your campaigns running as they do today, without Scowtt signals. Pilots compare Scowtt against BAU.
  • CAPI (Conversions API): Meta's server-to-server connection for sending conversion events. Scowtt can send predicted conversions and values through it.
  • Click ID: An identifier an ad platform adds to a click, such as GCLID for Google or FBCLID for Meta. Storing it on the lead lets Scowtt send signals back to the right ad.
  • Conversion lag: The delay between a lead arriving and its final outcome, such as a sale. Recent results look lower than they will once outcomes mature.
  • Lead score: Scowtt's prediction of how likely a lead is to reach your target outcome.
  • OCI (offline conversion import): Google's way of importing conversions that happen after the click, such as CRM outcomes. Scowtt can send predictions through it.
  • MQL, SQL/SQO, Won: Common funnel stages: marketing-qualified lead, sales-qualified lead or opportunity and closed won. Scowtt maps these to your own CRM stages.
  • Pilot: A structured test of Scowtt on part of your spend, measured against a control.
  • Predicted lead value: The value Scowtt sends to ad platforms for each lead: its likelihood to convert, times what a conversion is typically worth. It's a signal for optimization, not a revenue forecast.
  • Refresh cadence: How often new data reaches Scowtt. Hourly is the ideal target, with at least four updates a day.
  • ROAS: Return on ad spend: value generated divided by ad spend. Purchase ROAS uses actual revenue and measures performance; Scowtt ROAS and target ROAS are optimization settings.
  • Ground truth conversions: Conversion actions or events Scowtt sends for real CRM outcomes at each funnel stage, such as MQL or SQL/SQO. They're used for reporting, not bidding, and are the source of truth for results.
  • Upload threshold: The minimum score a lead needs before Scowtt sends it to an ad platform as a conversion.
  • Value-based bidding: Bid strategies, such as target ROAS or maximize conversion value, that optimize toward conversion value rather than conversion count.
  • Scowtt Conversion Value: The Google Ads conversion action that carries Scowtt's predicted value. It's the single signal test campaigns bid toward.
  • Value curve: How Scowtt spreads values between weaker and stronger leads, so platforms can tell them apart.
  • Value threshold: The score cutoff that decides which leads Scowtt sends with a $0 value and which carry a predicted value. A $0 value acts as a negative signal.
What is Scowtt?Scowtt is predictive intelligence for advertising optimization. It predicts which prospects are most likely to create meaningful business value, then feeds that intelligence into your ad platforms so campaigns can prioritize them earlier.Understanding upload and value thresholdsThree settings control what Scowtt sends to your ad platforms: which records are eligible, which leads are sent at all, and which leads carry a value. Together they balance how much the platform learns from against how clean that signal is.Reading early results before revenue maturesRevenue often arrives well after a pilot starts. Until it does, leading indicators give you an honest early read on whether Scowtt is moving things in the right direction.