Este artículo solo está disponible en inglés.
Para Everyone · Actualizado el 20 oct 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):
| Metric | BAU | Scowtt |
|---|---|---|
| Spend | $50,000 | $50,000 |
| Leads | 1,000 | 800 |
| CPL | $50 | $62.50 |
| Customers | 20 | 30 |
| 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?