Funnel rates
- Reply rate
- Replies divided by emails sent, in the selected window. Replies count every prospect response, including out-of-office autoresponders.
- Positive reply rate
- Positive replies divided by total replies. A positive reply is a lead Smartlead marks interested (human-tagged plus classifier).
- Meeting booked rate
- Booked calls divided by positive replies. It reads how well interested replies convert into calendar time, not how well sending does.
- Email-to-booked call
- Booked calls divided by emails sent, the end-to-end funnel. Shown both as a percentage and as 1 call per N emails.
- Booked calls
- Meetings recorded in the window minus cancellations. No-shows stay counted as booked (the call was won; showing up is tracked separately).
Deliverability
- Bounce rate
- Bounces divided by emails sent over the trailing 7 days, per client. The rate only gets a status once the client sent 50+ emails in the window.
- Warn / pause lines
- Over 2% bounce warns; over 4% the weekly audit auto-pauses the campaign. Same thresholds as the Monday deliverability audit.
- Warmup ready
- An inbox counts as launch-ready 14 days after it was added to the registry. Next batch shows when the youngest warming inboxes cross that line.
Send plan
- Projected/day
- Average sends per weekday over the recent Smartlead snapshots, per client.
- Runway (weekdays)
- Remaining lead pool (not-started plus in-progress leads) divided by projected daily sends. Red under 3 weekdays, yellow under 7.
- Target/day
- The commercial send target from the client roster. Clients without an explicit target are judged on runway only.
Commercials
- Retainer MRR
- Monthly retainers from the client roster (Supabase clients table). PPL fees are excluded from MRR and shown separately.
- Billable meeting
- A qualified meeting that was not a no-show or cancellation. PPL fees bill per billable meeting.
- Gross margin (trailing 30d)
- (Revenue minus delivery cost) / revenue over the last 30 days. Revenue = retainer + billable meetings x PPL fee. Delivery cost = inbox hosting + domain amortization + lead data (~$0.008/send) + client portal, per the /client-margins cost model.
- Revenue by source
- Every dollar of revenue is mapped to a business line via the client it came from: Outbound (cold email agency book), OSG (One Strategy Group), AI Coaching (paid AI coaching sessions), or Automation (custom AI/automation builds). Affiliate payouts and unconfirmed lines show as Affiliate/Other; revenue with no client mapping shows as Unattributed until resolved. A client buying two lines rides under its primary engagement.
- CAC
- Customer acquisition cost. Sales and marketing OpEx plus Slate's own-pipeline sending cost, divided by clients with revenue in the model period.
- 30-day GP
- Average gross profit per client month across the model period. This is a 30-day gross-profit proxy, not cash collected in a new client's first 30 days.
- CAC payback
- CAC divided by average gross profit per client month. It estimates how many months of gross profit repay the cost to acquire a client.
- LTGP : CAC
- Lifetime gross profit divided by customer acquisition cost. The dashboard shows a range: the floor uses realized tenure of churned clients, while steady state uses 1 divided by monthly churn. The steady-state end is optimistic for a young book.
Freshness
- Updated / precomputed
- Most pages serve rollups precomputed every 20 minutes; the stamp is the rollup write time. Live-computed payloads stamp their own build time.
- Smartlead data synced
- Campaign stats sync from Smartlead every 4 hours. A number can be at most that old on top of its rollup age.
- Finance model
- The finance page reads the operating-model snapshot (rebuilt manually from Mercury), not live bank data. Its rebuild time is shown on the page.
- Timezone
- Every date, window, and meeting time on the portal is America/Los_Angeles.