For Everyone · Updated Oct 20, 2026

Predicted lead value

Ad platforms like Google and Meta bid on value, not on scores. Predicted lead value is how Scowtt turns each lead's score into a number the platforms can use, so campaigns can tell a promising lead from a weak one while they're still bidding.

Why platforms need a value

A lead score is a probability: how likely a lead is to reach the goal agreed for your business, such as a purchase, a qualified opportunity or a showed appointment. Ad platforms don't accept probabilities. Their value-based bidding works with a value attached to each conversion, so Scowtt converts every score into one.

How it's calculated

Scowtt multiplies each lead's probability by a fixed amount that reflects what a conversion is worth to your business, usually your average order or ticket value.

	Example
Chance this lead converts	5%
Average ticket value	$100
Predicted lead value sent to the platform	5% × $100 = $5

A lead with a 20% chance would be sent at $20. Across thousands of leads, the platform learns which kinds of people carry more value and bids more for people like them.

Why some leads are sent with $0 value

Leads with very low potential can be sent with a value of $0. This works as a negative signal: it tells the platform not just who to look for, but who to avoid. Which leads are sent at all, and which carry a value, is controlled by your upload and value thresholds.

Why values can be scaled

Platforms compare conversion values against each other, so what matters most is the relative difference between leads, not the exact dollar amount. Scowtt can scale the values it sends so the platform gives them the right weight. Your Scowtt team adjusts this as part of ongoing optimization.

Predicted value isn't revenue

Predicted lead value is a signal for optimization, not a forecast of what you'll earn. Real performance is measured with purchase ROAS: actual revenue divided by spend, or the business outcome agreed for your pilot. See ROAS for how the three kinds of ROAS differ.

How Scowtt lead scoring worksTwo leads can fill out the same form on the same day and turn out completely differently. One books an appointment and becomes a customer. The other never answers the phone. Ad platforms can't tell them apart at the moment they're bidding. Scowtt can.How Scowtt models and measures ROIScowtt uses CRM and behavioral data to predict which prospects are most likely to generate a desired downstream business outcome, such as a qualified opportunity, purchase, revenue, or other customer-defined goal.Set up Scowtt reporting columns in Google AdsScowtt uses one conversion action, Scowtt Conversion Value, to drive bidding. It also sends a separate ground truth action for each funnel stage, so you can see cost at every stage independently of what drives optimization. Custom columns make both visible in your reports.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.