When two screens show different numbers for the same name, you lose trust in the platform. This page is the single explanation layer — what each metric measures, where the data comes from, and which numbers should not be added together even though they look like they should.
25 canonical metrics, grouped by domain.
In an early audit of the platform, a reviewer found one dashboard tile labeled “Revenue” showing €21,500, while another tile elsewhere — also labeled “Revenue” — showed €89,227 for the same month. Both numbers were correct. They simply measured different things:
The fix wasn’t to pick one and hide the other — both are useful. The fix was to name them distinctly, to disclose the relationship explicitly, and to refuse to cross-sum them on any screen. Every metric below carries that disclosure.
When the sum of ad-platform revenue claims exceeds the actual P&L Sales Revenue for the same period, double-counting is happening — multiple platforms are taking credit for the same conversions. Teloris reconciles this with a simple proportional scale-down:
When the platforms collectively claim more than the P&L confirms, every campaign’s claim is scaled down proportionally so the totals reconcile — per-campaign rankings are preserved, but the sum no longer overstates reality.
Platform claims are scaled so their sum matches P&L revenue. Honest totals out of the box; per-campaign proportions kept intact for ranking and attribution analysis.
Each platform’s claim is shown as-is, without normalization. Useful when you have external attribution analytics and want the raw signal — at the cost of cross-platform double-counting.
The mode is a per-tenant setting in your team configuration. The default is SCALED for new tenants.
What the pipeline looks like — leads, deals, win rate.
leads_totalHow many leads have ever been recorded for your team.
deals_open_countCount of deals currently in motion — anything that has not yet been won or lost.
deals_open_valueTotal euro value of all open deals — the unweighted pipeline.
These metrics share parts of their name with this one but measure a different concept. Adding them together produces a misleading total.
pipeline_value_weightedOpen-pipeline value adjusted for the probability of each deal closing.
These metrics share parts of their name with this one but measure a different concept. Adding them together produces a misleading total.
win_rateOf the deals that have resolved (won or lost), the share you actually won.
Paid advertising performance — spend, attribution, ROAS, budget pacing.
ad_spendTotal euros spent on paid advertising in the window — ACTUAL spend only, planned budgets excluded.
These metrics share parts of their name with this one but measure a different concept. Adding them together produces a misleading total.
ad_spend_per_platformAd spend (and attributed revenue) broken down by platform — Meta, Google, LinkedIn, TikTok, etc.
ad_spend_per_currencyRaw ad spend per native currency, no conversion. Useful when you want to see your multi-currency exposure.
ad_spend_top_campaignsTop 5 campaigns ranked by spend in the window — where the budget actually went.
ad_revenue_top_campaignsTop 5 campaigns ranked by the revenue each platform claims it drove.
These metrics share parts of their name with this one but measure a different concept. Adding them together produces a misleading total.
ad_revenueMarketing-Attributed Revenue — what each ad platform claims its pixel/UTM credit drove. NOT the same as P&L Sales Revenue.
These metrics share parts of their name with this one but measure a different concept. Adding them together produces a misleading total.
roasReturn on Ad Spend — attributed revenue divided by spend. 3.0× means every €1 spent returned €3 in claimed revenue.
ad_active_campaignsCount of distinct campaigns that had any spend or impressions in the window.
ad_aggregate_per_campaignRich per-campaign aggregate (native currency) — DEPRECATED for total-display callers; use ad_aggregate_per_campaign_base instead. Retained for callers that need per-row native amounts.
ad_aggregate_per_campaign_baseRich per-campaign aggregate with spend + revenue converted to your base currency via ECB — the variant every tile uses.
ad_budgetPlanned ad spend (BUDGET-scenario rows) — what the team committed to spend, separate from what was actually spent.
These metrics share parts of their name with this one but measure a different concept. Adding them together produces a misleading total.
ad_spend_variance_per_campaignFor each campaign, how far ACTUAL spend deviated from BUDGET on the latest ad upload.
ad_spend_internalLifetime spend on campaigns launched directly from Teloris (internal Campaign rows, distinct from the ad-platform export).
These metrics share parts of their name with this one but measure a different concept. Adding them together produces a misleading total.
ad_spend_internal_per_campaignPer-campaign rich shape for internally-launched campaigns — spend, budget, pacing, days live.
Revenue recognized in accounting, cash position, burn, and runway.
revenue_mtdP&L Sales Revenue — invoices issued / cash recognized in accounting for the window.
These metrics share parts of their name with this one but measure a different concept. Adding them together produces a misleading total.
cash_on_handImplied running balance: every cash inflow minus every cash outflow you have uploaded.
monthly_burnAverage monthly net cash bleed over the window — outflow minus inflow, divided by months.
runway_monthsMonths of operating cash remaining at the current burn rate. The single most important early-stage finance number.
cash_collectionsActual cash received in the window — answers "how much cash did we collect this month?"
These metrics share parts of their name with this one but measure a different concept. Adding them together produces a misleading total.
Platform usage and cost metrics.
ai_spend_mtdMonth-to-date cost (in USD) of the LLM API calls Teloris made on behalf of your tenant.
If two screens disagree on a number with the same name, that is a bug — not a tradeoff. Every metric on this page is computed from a single canonical definition, queried from one shared registry, so the answer to “what is our revenue this month?” is the same on the dashboard, in the morning briefing, and inside the chat.