How Momentum is calculated

Momentum is the result of the analysis we do from your integrations, adapted to your context. Here’s the general logic behind it:

Compare yourself to yourself, not to benchmarks

We don’t compare you against industry averages, competitors, or market benchmarks. Those numbers are almost always useless — your business is unique, and what counts as “good” for others may be irrelevant to you.

Instead, we compare your current performance against yourself: what’s normal for you on a Thursday morning, in a promo-heavy month, or after launching a campaign. When signals fall outside that normal range, that’s when Intelligence and the alerts have something useful to say.

The ingredients

We work with the data from your marketing integrations — traffic, audiences, conversions, costs, engagement, and so on. Each connected integration contributes its own specific reading.

The more integrations you connect, the more complete the cross-reading. A drop in organic traffic, for example, may or may not be concerning depending on what’s happening in paid and social. Without all the sources, you lose context.

How we detect variations

Each day, we identify what changed in your data — in what direction (improving or worsening) and with what weight on the overall reading. All of that feeds into Momentum.

The result is directional: the number rises when signals improve compared to your pattern, falls when they worsen, and stays steady when everything is within the expected range.

Next steps

• What is Momentum? — reading the score and how to interpret it.
• Reading Pulse groups — understanding Organic, Paid, and Social.
• What is Intelligence? — ask questions in natural language about your data.