Outcome Graph
From spend to gross profit, with the variance made explicit
The Outcome Graph is one deterministic chain: spend, clicks, leads, qualified leads, bookings, sales, revenue, gross profit and lifetime value. Every node names its source, its freshness and how much of it your CRM or ecommerce system actually verified.
System of record
You nominate the winner per node
Claimed vs verified
Stored separately, never merged
Gross profit
Margin inputs, not estimates
Freshness
Provider latency shown inline
Decorative scene description: connected terrain zones for paid media, SEO and GEO, conversion rate optimisation and revenue outcomes send data streams into a central ABP.Marketing intelligence core.
Value
What changes for your team in the first month
Each claim below maps to a surface in the product and to a record you can open.
End the argument about whose number is right
Each node in the chain has a nominated system of record, so revenue disputes have a defined winner that is documented rather than negotiated monthly.
Mapping stored per workspace and shown on every card
Report profit, not platform-reported conversions
Margin and cost-of-delivery inputs feed a deterministic gross-profit calculation, so channel comparison happens on money the business kept.
Calculation documented in the data dictionary
Make variance a diagnostic instead of a surprise
Claimed and verified outcomes are reconciled per channel, campaign, workspace and period, with the reason attached wherever it can be determined.
Reconciliation statement generated per period
Truth reconciliation
What the system actually does
- You nominate the system of record for each node, so revenue disputes have a defined winner.
- Platform-claimed conversions and verified outcomes are stored separately and never merged silently.
- Variance is reported per channel, campaign, workspace and period, with the reason where it can be determined.
- Deduplication, currency conversion and margin inputs are deterministic and documented in the data dictionary.
- Every metric card exposes its definition, date range, comparison, contributing sources and last sync time.
- Delayed provider reporting is shown as delayed, with provider_updated_at and expected latency.
Capabilities
Built as a governed workflow, not a dashboard
Every capability produces an auditable record: what was observed, what it was compared against, what was proposed and what happened next.
Mapping
Conversion and outcome mapping
Map platform conversion actions to Outcome Graph nodes per workspace, with business mode presets for ecommerce, lead generation, SaaS and multi-location.
Margin
Gross profit inputs
Attach product margin, service margin or cost-of-delivery inputs so profit-based ROAS is calculated, not estimated.
Reporting
Reconciliation report
A per-period statement of claimed versus verified outcomes, the variance, the confidence and the data-quality flags behind it.
Demo
Claimed against verified, with the variance named
The reconciliation statement is the artefact a client meeting runs on: what platforms claimed, what your system of record verified, and the gap.
Reconciliation — March, one workspace
Illustrative interface- Managed media spend
- $126,400
- Platform-claimed conversions
- 1,842
- Verified sales (system of record)
- 1,317
- Variance
- −28.5%
- Verified revenue
- $611,900
- Verified gross profit
- $248,300
- Gross-profit ROAS
- 1.96x
- Freshness
- Synced 41 minutes ago · one source delayed
Largest contributor: duplicate purchase events on one property.
Evidence model
Every finding shows its working
- Source records
- Provider row IDs and sync batch retained for every node.
- Freshness
- Last sync, provider update time and expected latency shown inline.
- Data quality
- Completeness, duplication risk and mapping coverage scored per node.
- Confidence
- Stated per finding, with the assumptions that drive it listed.
Boundaries
What we will not claim
- We never present platform-reported conversions as verified revenue.
- We never call delayed provider reporting real time.
- Estimated impact is always shown as a range with assumptions, never as guaranteed revenue.
- The language model explains calculated figures; it never produces the source-of-truth numbers.
Objection handling
Objections, answered directly
See it against your own accounts
Connect a read-only workspace and we will walk the Outcome Graph, the reconciliation and your first findings with you.