EF

Settings

Configure data sources, definitions, benchmarks, cost inputs, and appearance.

Updated Jul 2, 1:41 AM

Theme

Choose how the app should look.

Cost & revenue inputs

Required to unlock CPL, CPA, CPS, Marketing ROI, and Revenue.

Values entered here flow to every page that depends on cost or revenue and remove the "Add input" state from those KPIs.

Stage definitions

The canonical funnel used everywhere.

  1. Website Visitors
    GA4 users in the period.
  2. Website Conversions
    GA4 key events that signal lead intent.
  3. Active Prospect Leads
    Lead records in Active Prospect, both source funnels merge here.
  4. Raw Leads
    Validated, de-duplicated leads.
  5. Appointments
    Scheduled consultations.
  6. Issued Leads
    Leads issued to a sales rep.
  7. Sales
    Closed-won deals.