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Para Everyone · Actualizado el 20 oct 2026

Performance overview

The Performance Overview provides a high-level view of campaign performance and business outcomes, from lead generation through customer value. You can find it in your Scowtt account.

Key metrics

Depending on the campaign and configured goals, the Performance Overview may include:

  • Spend: Advertising investment.
  • Leads & CPL: Lead volume and cost per lead.
  • Conversions: Leads completing the desired conversion.
  • Qualified Leads / Opportunities: Leads progressing through the funnel.
  • Customers / Purchases: Leads that become customers or complete a purchase.
  • Revenue & ROAS: Actual revenue generated relative to advertising spend (purchase ROAS).
  • Customer Value / LTV: Longer-term customer value, when available.
  • Incremental Performance: Additional outcomes generated by Scowtt compared with BAU when an experiment is configured.

In the Scowtt app

Whatever your source of truth, whether platform reporting or your own internal reporting, it's brought into the Scowtt app so you see one clean test analysis:

  • Scowtt vs BAU spend, leads and cost per funnel stage, side by side.
  • Daily trends for any metric, with a day-by-day breakdown.
  • Switch between platform, CRM or your internal reporting with one toggle.
  • Funnel, Insights and Scores tabs.
  • Export to PDF.

How to read performance

Evaluate metrics together rather than relying on a single number. For example, a higher CPL may be acceptable if Scowtt generates higher-quality leads, more customers, or greater revenue.

When comparing Scowtt vs. BAU, focus on whether Scowtt is producing greater downstream business value than your normal approach.

The goal is to understand not just how many leads were generated, but how those leads translate into business value.

Your funnel: Lead, MQL, SQL/SQO, WonScowtt looks at your whole funnel, not just the first conversion. Knowing how leads move from first contact to closed deal is what lets Scowtt optimize toward the customers who matter most.Cost per funnel stageCost per funnel stage shows what you pay to get a lead to each step of your funnel. It's one of the clearest ways to see whether Scowtt is bringing in better leads, not just more of them.ROASROAS, or return on ad spend, is the value generated for every dollar spent on ads. In Scowtt conversations, it can mean three different things, so it helps to know which one is being discussed.Reading your Scowtt vs BAU pilot readoutA Scowtt vs. Business-as-Usual (BAU) pilot readout compares performance between Scowtt and the customer's existing advertising approach.