What is Momentum?

Momentum is a quick read of your business state — a number from 0 to 100 that summarises the analysis and cross-referencing we do from your integrations. It appears at the top of Pulse so you can see at a glance whether today is better or worse than what’s usual for you.

Why one number, not 50 metrics

Anyone running marketing online has dozens of metrics to track — sessions, conversions, reach, CPC, CTR, and so on. Each rises or falls at its own pace. Some matter, others not so much. The result: you spend more time interpreting than acting.

Momentum answers the question you have every day: am I better or worse than what’s normal for my business? It’s a starting point, not a destination.

How it’s calculated

Momentum cross-references signals from three groups:

• Organic — Google Analytics, Search Console, Google Business Profile
• Paid — Google Ads, Facebook Ads
• Social — Instagram

Each signal compares your current performance against your own history — not against generic industry benchmarks. Momentum rises when signals improve compared to what’s normal for you. It falls when they worsen. Details in How Momentum is calculated.

How to read the score

More important than the exact number is the direction:

• Rising — something is improving compared to your usual pattern.
• Falling — something has deviated for the worse. Check the alerts for detail.
• Stable — everything within what’s normal for you.

What counts as “high” or “low” depends on your context. A score of 60 in a business with strong seasonality might be excellent in low season and weak in high season. That’s why the absolute number isn’t a verdict — it’s an indicator to open the investigation. Intelligence can help contextualise.

What’s next?

Whenever the score changes significantly, you find the reason in the detail — which signal moved, by how much, and what might be behind it. For many users, that’s enough to decide the next step.

Next steps

• What is Pulse? — the page where you see Momentum in context.
• How Momentum is calculated — the detailed logic behind the score.
• Reading Pulse groups — understanding Organic, Paid, and Social.