The OuterBox Marketing Report

Lead definition widened. A lead now counts when it has a web-form type and its brand is OuterBox or underivable. Brand is derived from cf_landing_page, so a blank landing page was dropping real OuterBox web-form leads. This matches the CRM's own reporting exactly for the 30 days to 11 Aug (72 leads, 45 MQLs) where the previous rule returned 67 and 42. Leads and MQLs are therefore higher than before this date, without anything about demand having changed.

Windows now end at the data, not at today. Every range previously ran to the current date regardless of how far collection reached, which dropped measured days off the back and added unmeasured ones at the front. Published impressions and clicks were understated by roughly 8% before this change.

Added: the Updated stamp at the top, which separates when the report was written from how far the data reaches; the branded vs non-branded panel; the highlights block; and the theme switcher. Every source was re-collected, moving the window forward to 14 Jul – 12 Aug.

Funnel narrowed to the agreed spine — Share of Voice, impressions, sessions, leads, MQLs, opps created, closed deals. Clicks and CTR left the funnel: the review chose sessions over clicks “to maintain consistent reporting”, and they are reserved for the organic tab. That also settles the objection that impressions → clicks → sessions was not linear, since the funnel now runs impressions → sessions. “Open Opps” renamed “Opps Created”, which is what it always counted — deals created in the range, not accounts currently holding one. That naming was the exact ambiguity raised in review. Revenue moved into the highlights and the account panel above the chart, the dollar value of marketing-generated opportunities having been named the CEO's priority. The whole-pipeline dollar panel was retired: it summed every deal in the view regardless of origin, while the review required these figures be restricted to marketing-generated leads, and it produced a second conflicting “won” figure. Clicks, CTR and the retired panel's data are all still collected, so none of this needs a backfill to undo.

Built to the CRM review with Sara. Marketing-generated accounts and inquiry value added, rebuilt from our own API access rather than her exported report, since the export will not be re-sent for every refresh. Days to Close removed at her request: too few measured days in a window meant it moved on recency rather than describing anything. The period options are now the three agreed — rolling 30 as the default, month to date, and prior 90 — replacing the old five rolling windows. Branded versus non-branded was retired from the report, having been added the day before, once the Search Console sampling limits were shown; its collector still runs, so it can return without a backfill. The underlying days-to-close data is likewise still collected.

Every percentage now means the same thing — change against the prior period. Stage-to-stage conversion was removed: it put two different meanings on the same “%” an inch apart, and it was unsound across the marketing-to-pipeline boundary, where MQLs to Opps Created read 102.3%. Opps Created and Closed Deals now carry a dollar amount beside the count, by deal amount: created by create date, won by close date, both following the selected period. The dollars are the sounder half of each stage, since the counts are inflated by per-property line items where one client signing ten rows reads as ten deals. Removed: the All/Organic/AI segment toggle, the Daily/Weekly/Monthly grain toggle, and vs Prior/No compare. All tabled rather than abandoned — every segment and grain is still collected, so restoring a toggle needs no backfill. Comparison against the prior period is now always on. Every source was re-collected on this date.

Total inquiry value added and given the lead position in both the highlights and the account panel. The report previously showed open and won separately and never added them, so the one figure the review named as the priority was the one figure a reader had to work out themselves. The panel now reads total, closed won, still open — the three the review asked for — with deal counts against the two halves. The methodology was also corrected: it still described the whole-pipeline dollar panel and the branded panel as though both were on the page, a day after both were removed.

Pipeline in dollars added. Created, closed won and still open, all from amount on deals already collected, so no new source was needed. Two things to hold on to. Still open is a point-in-time figure and will not move with the date picker; it moved by about $100,000 during the day it was built, as the view grew from 75 deals to 84. And the dollars are sounder than the counts right now: the counts are inflated by per-property line items, where one client signing ten rows reads as ten closed deals, but the amounts still sum to the real revenue either way. Deals also carry a probability weighted expected_deal_value, which for the open figure would read $167,358 rather than the gross; the gross is shown to stay consistent with created and won.

Retroactive revision is now measured. Leads enter the funnel only once a rep scores them, and reps score late, so past days keep gaining leads. The collector compares against what it previously stored and reports the revision in the notes above rather than leaving it unstated. Caveats also moved below the chart, and the methodology section was added.

Opps Created and Closed Deals still cover the whole OuterBox pipeline, because deal records carry no lead source and the deal-to-contact join is not built. Read those two stages as an upper bound; the dollar figures above them do not share the problem, since they come from the accounts marketing leads actually reached. Also unresolved: how multi-property clients should roll up, since each property is its own account. Cost per acquisition is not possible yet and is not a calculation we can derive: it needs spend, and no cost source is connected. Vertical segmentation is waiting on the CRM — it needs the industry tagging dropdown Sara is adding, so there is nothing to group by yet. An organic tab is next, and clicks and CTR are already being collected for it. AccuRanker is also merging Share of Voice and AI Share of Voice into one configurable metric in September, which will move the SoV figures when it lands; we will address it as it rolls out.