Close rate, refund rate and margin per customer sit in the same row as the platform's conversion count.
Each ad-side conversion is joined to the record it became in your CRM and, where a sale follows, to the amount your finance system collected against it. The business metrics service computes the quality ladder per audience: qualified lead rate, opportunity rate, close rate, revenue and margin per customer, refund and cancellation rate, and retention or lifetime value where your systems carry it. Network truth, attributed truth, CRM truth and financial truth stay in four separate columns, so a segment that looks strong on platform-reported conversions and thin on collected revenue reads as exactly that. The Growth Brain reads the table and explains the gap; it chooses which comparison to run, and it never produces the figures.
Four columns, never one blended score
A single composite hides the one thing worth knowing: which layer disagrees with which. Each audience row shows platform-reported conversions, independently attributed conversions, CRM stage counts and collected revenue side by side, with the size of every gap stated. A widening distance between reported and collected is itself the finding.
Cohorts are graded at matching age
Quality arrives late — an opportunity opens weeks after the click, a refund lands weeks after the order. Metrics are reported by acquisition cohort with a maturity marker, so a segment eleven days old is never set against one that has had a full quarter to settle. Figures restate as records land, and each restatement is visible rather than silent.
Credited with revenue, not causing it
An audience is credited with the revenue recorded after exposure to it, under the attribution rule you selected — a rule for distributing credit, not a measurement of what the audience changed. Nothing in the quality ladder claims otherwise. When the question is whether an audience is worth having at all, the answer comes from a holdout or geo test, not from this table.
In this capability
- Qualified lead and close rates
- Margin per customer
- Refund and cancellation rates
- Cohort maturity markers
Audiences
The rest of Audiences
Segments
Business segments defined on CRM and finance fields, then activated through each platform's supported matching route.
Value Signals
Sends collected value, not pixel value, back into network bidding wherever the API and policy allow it.
Suppression
Stops paying to reach people who already bought, accounts that never qualify, and cohorts that refund.
Lookalikes & Predictive
Seeds platform expansion with your best customers, then grades what it returns on CRM and finance outcomes.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
No ad spend commitment · Connect one channel to start · [email protected]