Describe your dashboard. Fi builds it.
Fi is the AI agent inside Definite. Tell it what you’re trying to understand, and it connects your sources, defines the metrics, and builds the dashboard. One conversation, not a project.
Here’s what’s in it
The top row leads with the 4 numbers that matter most: Ad spend, Attributed revenue, ROAS, Cost per conversion. Each shows a delta versus the prior period so you can see direction at a glance. Below that, 2 trend charts (Attributed revenue over time, Conversions by channel) show how the headline numbers have moved over time. A breakdown (Ad spend by channel) splits the metric by dimension so you can see what's driving the total. A detail table (Efficiency & funnel) rounds it out with the secondary metrics and their deltas. Every number is computed from the exact formulas shown in the metric table below. Composites are derived from their components, not pasted in, so the KPI tiles, breakdowns, and totals all reconcile to each other.
Ad spend
Data ▾
| Period | Ad Spend |
|---|---|
| Jan | $156K |
| Feb | $190K |
| Mar | $167K |
| Apr | $227K |
| May | $216K |
| Jun | $206K |
| Jul | $218K |
| Aug | $218K |
| Sep | $256K |
| Oct | $266K |
| Nov | $242K |
| Dec | $258K |
Attributed revenue
Data ▾
| Period | Attributed Revenue |
|---|---|
| Jan | $346K |
| Feb | $431K |
| Mar | $500K |
| Apr | $511K |
| May | $566K |
| Jun | $745K |
| Jul | $594K |
| Aug | $617K |
| Sep | $586K |
| Oct | $721K |
| Nov | $728K |
| Dec | $710K |
ROAS
Data ▾
| Period | ROAS |
|---|---|
| Jan | 2.2× |
| Feb | 2.3× |
| Mar | 3.0× |
| Apr | 2.3× |
| May | 2.6× |
| Jun | 3.6× |
| Jul | 2.7× |
| Aug | 2.8× |
| Sep | 2.3× |
| Oct | 2.7× |
| Nov | 3.0× |
| Dec | 2.8× |
Cost per conversion
Data ▾
| Period | Cost per Conversion |
|---|---|
| Jan | $65 |
| Feb | $60 |
| Mar | $56 |
| Apr | $60 |
| May | $45 |
| Jun | $42 |
| Jul | $42 |
| Aug | $40 |
| Sep | $51 |
| Oct | $47 |
| Nov | $49 |
| Dec | $40 |
Attributed revenue over time
Data ▾
| Period | Attributed Revenue |
|---|---|
| Jan | $346K |
| Feb | $431K |
| Mar | $500K |
| Apr | $511K |
| May | $566K |
| Jun | $745K |
| Jul | $594K |
| Aug | $617K |
| Sep | $586K |
| Oct | $721K |
| Nov | $728K |
| Dec | $710K |
Ad spend by channel
Data ▾
| Channel | Ad Spend |
|---|---|
| Paid Search | $30K |
| Paid Social | $67K |
| Organic | $37K |
| $61K | |
| Referral | $62K |
Conversions by channel
Data ▾
| Period | Conversions |
|---|---|
| Jan | 2.4K |
| Feb | 3.2K |
| Mar | 3.0K |
| Apr | 3.8K |
| May | 4.8K |
| Jun | 4.9K |
| Jul | 5.2K |
| Aug | 5.4K |
| Sep | 5.0K |
| Oct | 5.6K |
| Nov | 4.9K |
| Dec | 6.4K |
Efficiency & funnel
- Which channel's ROAS dropped last month, and what drove it?
- Show me the campaigns behind the spike in cost per conversion.
- Is the MQL to SQL rate falling because of volume or quality?
- What would attributed revenue look like if I shifted 20% of spend from search to social?
- Break conversions out by campaign instead of channel.
- Trace this month's attributed revenue back to the source subscriptions.
- Add blended CAC and flag any channel where cost per conversion rose more than 20% month over month.
- Show ROAS by campaign inside the paid social channel, not just the channel total.
- Compare this quarter's attributed revenue to last quarter at the same spend level.
Every metric traces back to your systems
This is the part a BI tool can’t fake. Each metric is defined once, in your warehouse, from a specific object in a specific source. Change the definition in one place and every tile, report, and answer moves with it. So the number on the screen is the number in the source.
| Metric | What it measures | How it's calculated | Sources |
|---|---|---|---|
| ROAS | Revenue attributed back to ad spend per dollar spent, the headline efficiency number for paid. | Attributed Revenue ÷ Ad Spend | Facebook Ads, Google Ads, Stripe |
| Cost per Conversion | What you pay, on average, for a single conversion, the unit cost of demand. | Ad Spend ÷ Conversions | Facebook Ads, Google Ads, Stripe, Google Analytics (GA4) |
| CTR | The share of ad impressions that turn into clicks, the first read on whether the creative and targeting land. | Clicks ÷ Impressions | Facebook Ads, Google Ads |
| CPC | What you pay, on average, for a single click. | Ad Spend ÷ Clicks | Facebook Ads, Google Ads |
| MQL → SQL Rate | The share of marketing-qualified leads that sales accepts as qualified, the handoff health check between the two teams. | SQLs ÷ MQLs | Salesforce, Hubspot |
Have our agent watch for you
A marketing dashboard tells you what happened, and Fi tells you why. The last step is not having to remember to check. Point Definite at the one number you can’t afford to miss, and it watches that number for you off the same definitions as your dashboard. When it moves, you hear about it before the next review instead of during it. One metric, one action, always reversible.
Built from whatever you already run on
Connect the systems you already use. Any source of these types works, and you don’t move data into a warehouse, because Definite is the warehouse.
No warehouse to stand up or connect. See how the platform models your data →
Build your marketing dashboard
From signup to a working dashboard in one sitting. No data team required.
Connect your sources
Stripe, your CRM, accounting. Definite syncs and models them automatically.
Decide your metrics
Pick the numbers that matter or let Fi propose them from your data. Every metric gets one definition, governed in one place.
Ask Fi to build it
Describe what you need in plain language. Fi builds the dashboard, and you refine by asking follow-ups.