Reading your metrics and KPIs
What every metric on the CooVex dashboard means, how it is calculated, and what to do when a number is off.
CooVex surfaces a range of metrics across your dashboard, analytics section, and reports. This guide explains what each one means, how it is calculated, and what action to take when a metric moves in the wrong direction.
Lead metrics
AI Lead Score (0–100)
A score the AI assigns to each lead representing their likelihood to convert based on your business context. Calculated from firmographic fit (40%), behavioral signals (35%), and intent signals (25%). Scores update automatically whenever new data comes in.
What to do when scores are low across the board: This usually means your ICP (ideal customer profile) is not defined in your business settings, so the AI is scoring without calibration. Go to Settings → Agent Config and define your target customer.
Active leads
Leads with a status of New, Contacted, Qualified, or Proposal. Does not include Won or Lost. A healthy pipeline keeps this number growing steadily — if it is flat or shrinking, you need new lead sources.
Hot leads
Leads with a score of 80 or above. In most businesses, hot leads convert at 3–5x the rate of average leads. If you have hot leads and are not contacting them within 24 hours, you are leaving revenue on the table.
Pipeline velocity
The average number of days a lead spends in each stage before moving forward or being lost. Visible in Analytics → Pipeline. Leads stuck in “Contacted” for more than 14 days without movement are flagged by the agent.
Website metrics
Site health score
A weighted average of your Performance (40%), SEO (40%), and Accessibility (20%) scores from the latest Lighthouse audit. Scores above 85 are strong. Between 70–85 is acceptable but has room to improve. Below 70 indicates problems that are likely affecting your search rankings and AI citation rates.
PageSpeed (LCP)
Largest Contentful Paint — how long it takes for the main content of your page to appear. Google considers anything under 2.5 seconds good, 2.5–4 seconds needs improvement, above 4 seconds is poor. LCP affects both your Google rankings and your Core Web Vitals score.
SEO score
Composite score covering meta tags, heading structure, canonical tags, sitemap presence, robots.txt, and structured data. Each missing or broken element reduces the score. The audit report shows exactly which elements are missing and how to fix each one.
GEO visibility
An estimate of how well your business is represented in AI search engines like ChatGPT, Perplexity, and Google AI overviews. Calculated from content coverage, entity recognition, structured data completeness, and citation signals. Improving this score requires filling content gaps identified in your GEO Intelligence scan.
Revenue metrics
Revenue metrics are visible once you connect Shopify or enter revenue data manually in Analytics → Revenue.
MRR (Monthly Recurring Revenue)
Total recurring revenue from active subscriptions in the current calendar month. For Shopify stores this is calculated as the sum of all subscription orders in the period.
MRR growth rate
Month-over-month percentage change in MRR. A healthy SaaS business typically targets 10–20% monthly growth in early stages. A negative growth rate triggers a High priority revenue alert signal.
Churn rate
Percentage of customers who cancelled or stopped purchasing in a given month. Calculated as: (customers lost in month / customers at start of month) × 100. Above 5% monthly churn is a serious warning sign that the agent will flag immediately.
Customer LTV (Lifetime Value)
The average total revenue you earn from a customer before they churn. Calculated as: Average Order Value × Purchase Frequency × Average Customer Lifespan. CooVex estimates this from your connected revenue data.
Competitor metrics
Changes detected
The number of meaningful changes CooVex found on competitor websites in the last 7 days. A sudden spike in competitor activity (many changes in a short period) often signals a product launch or rebranding — the agent will surface this as a signal automatically.
Benchmark position
How you rank vs. competitors on PageSpeed, SEO score, and estimated traffic. Visible in Competitors → Benchmarking. If a competitor outperforms you on site speed by a large margin, that is both a UX and an SEO problem worth fixing.
When a metric moves in the wrong direction
For any metric that drops or goes off-track, the recommended approach is:
- Check your Agent Inbox — the agent has likely already generated a signal explaining the change
- Open the AI Coach and ask: “Why did [metric] drop and what should I do about it?”
- The Coach will analyze the data and give you a specific diagnosis and action plan
You do not need to investigate manually. The agent and coach are built to handle this kind of root-cause analysis for you.