Judged on your own sales data.
Ad platforms count their own conversions. Agents here are judged on yours, each valued at what it’s worth to you, and every figure shows its arithmetic.
$4,027 on 195 first orders is $21 each.
Counted from your own conversion events, never from what an ad platform credits itself.
How $21 a first order is worked out
Every figure on the Metrics page for the last 14 days, and the division behind each cost. Anyone can check it, and none of it is a model’s estimate.
| Spend, New customers and Retargeting | $4,027 |
|---|---|
| First orders they brought | 195 |
| Cost per first order | $21 |
| New Customers: $2,856 ÷ 131 | $22 |
|---|---|
| Retargeting: $1,171 ÷ 64 | $18 |
| Together: 131 + 64 | 195 |
| Search ads: $1,772 ÷ 76 | $23 |
|---|---|
| Social ads: $2,255 ÷ 119 | $19 |
| Together: $1,772 + $2,255 | $4,027 |
Costs are rounded to the dollar. 263 first orders came from all sources; the agents are judged on the 195 they brought in.
Where each number comes from
- 1
The arithmetic, shown
Cost per first order is $21 because spend was $4,027 and the two agents that optimize for first orders brought in 195. The page writes it out, “$4,027 ÷ 195 from New customers and Retargeting,” so anyone can check it.
- 2
Every event, as it arrives
Each conversion event shows its count, its change, which agents use it, what it’s worth to each, and when the last one arrived. If a step stops arriving, you see it the same day.
- 3
By agent and by channel
Spend, results and cost per result for each agent and each ad channel. New Customers spent $2,856 for 131 first orders ($22 each), and Retargeting $1,171 for 64 ($18 each). By channel, search ads spent $1,772 for 76 and social ads $2,255 for 119.
- 4
Your data settles the argument
Each platform’s own numbers steer that platform. Decisions across channels, such as moving money from search to social ads, are judged against your own conversion events.
The last 14 daysOne example, in order
Spend · All agents
$4,027, up 1%, against a cap of $10,000 a month.
First orders · New Customers and Retargeting
195, up 25%, out of 263 from all sources.
Cost per first order · Computed
$21, down 19%: $4,027 ÷ 195.
By channel · Search and social
Search ads: $1,772 for 76 first orders, $23 each. Social ads: $2,255 for 119, $19 each.
Subscriptions · All agents
78 started, up 26%. The agents brought in 73, worth about $22,776 at their first-year value.
How the numbers are worked out
Every figure on Metrics is calculated the same way every time, from the events your systems send.
Cost per result is spend divided by the agents’ resultsBuilt in
Spend by the agents that optimize toward a step, divided by the results they brought in: $4,027 ÷ 195 = $21.
Two counts, side by sideBuilt in
Counts include every source. Where it matters, the agents’ share sits beside the total: 195 first orders from the agents, 263 from all sources.
Like for likeBuilt in
Every change compares a period with the one of equal length just before it: the last 7, 14 or 30 days, or 8 weeks.
Worth is set per agentPer agent
Each event lists the agents whose funnels use it and what one is worth to each.
Support agents are measured on work deliveredBuilt in
Brand review and the creative and copy desks are measured on work delivered, such as creatives reviewed or requests completed.
When the counts disagree
What happens when a platform reports more conversions than my own events?
The platform’s count steers that platform, and Metrics shows your events. Decisions across channels are judged on yours.
What happens when an event stops arriving?
Its row stops showing Receiving and shows when the last one arrived, here and on every funnel that uses it.
What happens when an agent doesn’t buy media?
It has no spend or cost per result. The Reorders agent is judged on the second orders it brings in by email, and the support agents on the work they deliver.
Why does Metrics show two counts?
Because not every order comes from the agents. The total counts every event your systems sent; the agents are judged on their share.
Why not use the platform’s return on ad spend?
Each platform counts conversions its own way, and two platforms can both claim the same sale. Your own events give one count, with each step valued at what it’s worth to you.
Can I see one agent’s numbers on their own?
Yes. Each agent has its own Metrics tab, and the by-agent table compares them side by side.
Judge your agents on your own numbers.
Your work email is all we need to start.