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For Everyone · Updated Oct 20, 2026

Reading your Scowtt vs BAU pilot readout

A Scowtt vs. Business-as-Usual (BAU) pilot readout compares performance between Scowtt and the customer's existing advertising approach. The goal is to understand whether Scowtt improves the quality and downstream value of leads, not simply whether it generates more leads or a lower cost per lead (CPL).

Look beyond lead volume and CPL

BAU provides the baseline for comparison, but the most important evaluation happens across the full customer funnel:

Spend → Leads → Opportunities → Customers → Revenue

Lead volume and CPL are useful indicators, but they don't necessarily reflect business value. A campaign can generate a large number of inexpensive leads that are less likely to become customers, while another campaign may generate fewer or more expensive leads that produce better downstream results.

For example (illustrative numbers only):

MetricBAUScowtt
Spend$50,000$50,000
Leads1,000800
CPL$50$62.50
Customers2030
Cost per customer$2,500$1,667

In this example, both arms spend the same amount. BAU generates more leads at a lower CPL, while Scowtt generates more customers, 10 more for the same $50,000, at a lower cost per customer. This illustrates why the pilot should be evaluated across the entire funnel rather than using CPL as the primary measure of performance.

Early pilot results should also be interpreted in the context of the customer's sales cycle. Lead volume and CPL may fluctuate during the first few weeks while higher-quality leads are still progressing through the funnel. As leads mature, downstream metrics such as opportunities, customers, purchases, and revenue can provide a clearer picture of performance.

When reviewing a pilot, consider:

  • Spend: Was investment reasonably comparable?
  • Lead volume and CPL: How efficiently are leads being generated?
  • Lead quality: Are leads progressing further through the funnel?
  • Conversion: Are more leads becoming opportunities or customers?
  • Business outcomes: What impact is there on purchases, revenue, customer value, or ROAS?
  • Pilot context: How might sales-cycle length, seasonality, budget changes, promotions, or other campaign changes affect the results?

The key question is:

Compared with BAU, how did Scowtt affect the quality and downstream business value of the leads being generated?

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.How a Scowtt pilot is structuredA pilot tests Scowtt's predictive signals on part of your spend and measures the results against a control, so you can scale what works.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.