Recalibration
Refitting the model on newer outcomes so tomorrow's leads are priced better. Distinct from an adjustment, which changes the value of a conversion already reported.
Why it matters
It is what late outcomes are actually for. A deal closing on day 90 cannot move the bid that won it, but it can improve how every similar lead is priced from now on.
What goes wrong
Confusing the two is the commonest conceptual error in the category, and it produces reports claiming credit for bids that were never moved. An adjustment outside the window is not a small effect, it is no effect, and reporting it as anything else is a lie told to the person paying for it.
What this product does about it
A change outside the window is counted as recalibration input and reported as exactly that, never as an adjustment.
Next to this
- Conversion windowHow long after a click a platform will still credit a conversion to it.
- Model driftThe gap that opens between a saved model and what the data now says, as the mix of leads and the way they close move on.
- Day-0 valueThe value sent at the moment the lead is created, estimated from what similar leads have historically been worth rather than from what this one eventually does.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.