This page lists every metric the events endpoint can compute. Add the ones you want to the fields parameter of your request. Each request must include at least one metric. Rates and percentages are returned as decimals between 0 and 1 (e.g. 0.25 means 25%).
These metrics use the conversion, lead, customer, and spend terms defined in Key terms.
Counts
| Metric | Description |
|---|
conversions | Number of conversion events. Not unique by customer |
eventCount | Total number of events, including multiple events per customer |
leads | Unique leads: distinct customers whose first event was a conversion |
soldLeads | Leads that reached a sold state at least once |
closedLeads | Leads that reached a closed state at least once |
opportunityCount | Distinct number of opportunities in the result. Unlike customers, it is not restricted to each opportunity's furthest stage |
customers | Distinct customers, by current state |
bookedCustomers | Unique customers who had an appointment booked in the period. Point-in-time: the booked event still counts even if the customer later sold, closed, or canceled |
canceledCustomers | Unique customers with a cancellation in the period |
matchedCustomers | Customers matched to source-system activity (current state estimated, sold, or closed) |
unmatchedCustomers | Customers not matched to source-system activity (customers − matchedCustomers) |
payingCustomers | Customers whose current state is sold or closed |
Revenue
| Metric | Description |
|---|
total | Total revenue value summed across events from your FSM |
spend | Total ad spend, including management fees |
estimatedRevenue | Expected revenue of customers whose current state is estimated |
soldRevenue | Expected revenue of customers whose current state is sold |
closedRevenue | Closed and completed revenue of customers whose current state is closed |
revenuePotential | Expected revenue across all customers: unsold estimates (averaged per customer) plus sold and closed revenue, counted at each customer's last step to avoid double-counting |
"Expected revenue" here averages (rather than sums) each customer's estimates, so aggregation doesn't inflate revenue.
Averages and cost-per ratios
| Metric | Formula |
|---|
avgConversionsPerLead | conversions ÷ leads |
avgCostPerConversion | spend ÷ conversions |
avgCostPerLead | spend ÷ leads |
avgCostPerPayingCustomer | spend ÷ payingCustomers |
avgCostPerBookedCustomer | spend ÷ bookedCustomers |
avgTicket | expected revenue of paying customers ÷ payingCustomers |
Rates
| Metric | Formula |
|---|
bookRate | bookedCustomers ÷ customers |
matchRate | matchedCustomers ÷ customers |
payingCustomerRate | payingCustomers ÷ customers |
customerCancelRate | canceledCustomers ÷ customers (shown as "Cancellation Rate (Legacy)") |
cancelRate | Of customers who booked in the selected period, the fraction later canceled. The cancellation may fall in or beyond the period (shown as "Cancellation Rate") |
ROAS
| Metric | Formula |
|---|
roasPotential | revenuePotential ÷ spend |
roasClosed | closedRevenue ÷ spend |
Conversion grading
Conversion grading scores individual conversions by whether they represent bookable business. These metrics require the lead-grading feature; for accounts without it they return 0.
| Metric | Description |
|---|
gradedConversions | Conversions that have been graded |
bookableConversions | Conversions graded bookable (booked or not) |
unbookableConversions | Conversions graded unbookable |
bookedConversions | Conversions graded bookable and booked |
bookableUnbookedConversions | Conversions graded bookable that didn't book |
percentConversionsGraded | gradedConversions ÷ conversions |
conversionQuality | bookableConversions ÷ gradedConversions |
Funnel step rates
Step rates measure conversion from one funnel stage to the next. Each rate's denominator is restricted to customers whose entry into the prior stage falls inside the selected date range. The numerator is forward-looking: it counts those that reached the next stage at any point, even after the range ends.
| Metric | Measures |
|---|
stepBookRate | Of leads that originated in the period, the fraction eventually booked |
stepEstimateRate | Of customers first booked in the period, the fraction eventually estimated |
stepSoldRate | Of customers first estimated in the period, the fraction eventually sold |
stepCloseRate | Of customers first sold in the period, the fraction eventually closed |