Glossary

Created by Kenneth Odem, Modified on Mon, 12 Oct at 2:40 PM by Kenneth Odem

Flags and the Action Center

Term	What it means in PipeHalo
Flag	A problem PipeHalo found in a campaign, ad or channel, raised by a fixed rule applied to your numbers
Severity	High, Medium or Low, based on how far past the rule's threshold the numbers are
Live campaign	Active or enabled, with spend in the last 3 days
Learning	A campaign that started in the last 14 days. Fatigue and no-conversion checks wait until it's past this
Cleared on its own	A flag whose problem went away without anyone marking it done
Snoozed	Hidden for 7 days; it comes back if the problem is still there

Ad metrics

Term	What it means in PipeHalo
Results	Conversions plus lead form leads (LinkedIn and Meta), counted the way each platform reports them
Cost per result	Spend divided by results. Also shown as cost per conversion or lead
Click-through rate (CTR)	Clicks divided by impressions
Cost per click (CPC)	Spend divided by clicks
Cost per thousand impressions (CPM)	Spend divided by impressions, times 1,000
Frequency	Average times each person saw your ads: impressions divided by reach, over 30 days
Pace	Spend so far divided by planned spend so far this month
Plan	A campaign's daily budget, as set in the ad platform today, times the days it runs this month
Forecast	Spend so far plus the current daily run rate for the rest of the month
On pace	Within 15% under or over plan so far

Pipeline and CRM

Term	What it means in PipeHalo
Channel	Where a deal came from: LinkedIn Ads, Google Ads, Meta Ads, Microsoft Ads, Other paid, Organic search, Email, Events, Outbound, Referral, Partners, Direct or Other
Sourced pipeline	The amount of new business opportunities created in the period, each credited to the one channel that sourced it. No multi-touch split
New business	A deal whose CRM deal type is empty or contains "new". Turn on Include renewals and upsells to see the rest
Unattributed	A deal with no usable source, so no channel gets credit
Via colleague	Sourced by someone at the same company who isn't on the deal
Existing relationship	The people on the deal arrived before the lookback window, so they aren't a new source
Sources disagree	The UTMs and the CRM's source point to different channels. UTMs win
Coverage	The share of pipeline credited to a channel. Below 60%, cost per opportunity and pipeline per dollar are held back
Lookback window	How far back a person's arrival counts as a new source: 180 days by default for people on the deal, 90 for colleagues. Change it in Channel mapping
Cost per opportunity	Spend divided by new opportunities sourced
Pipeline per $1	Sourced pipeline divided by spend. 3.2x means $3.20 of pipeline per dollar
Closed-won	Deals won in the period, whenever they were created
MQL, SQL	Leads your CRM marks as marketing qualified or sales qualified
Days lead to opp, days opp to won	The simple average days between those stages

Your account

Term	What it means in PipeHalo
Workspace	One company's ad accounts and CRM, shared by its team
Seat	One person in the workspace, or one pending invite
Ad spend tier	Your plan's monthly ad spend limit, measured from actual spend over the last 90 days