Answer
Every number the product shows a brand and every number the company runs on, defined once here; the brand numbers are defined in code today, the company numbers are proposed and have no counting behind them yet, so Param must accept them before anyone reports one.
Today
Numbers the product shows, as the code defines them
| Number | Definition | Window | Source |
|---|---|---|---|
| Own live ads | The brand's own live Meta ads from the freshest read; never added to rivals' | Freshest read | brew/pack-numbers.js:5-6 |
| Rival live ads | Sum over rivals whose ads were read; failed rivals counted apart, never as 0 | Freshest read | brew/pack-numbers.js:7-8 |
| Products | Catalog count from the freshest products.json read | Freshest read | brew/pack-numbers.js:9-10 |
| AI visibility | Answers to shopper questions that do not name the brand; all answers counted beside it | Read or weekly check | brew/pack-numbers.js:13-14 brew/ai-standing.js:1-6 |
| Health rings | Creative, Storefront and AI answers, each 0 to 100 from public data; a part not read is left out | Freshest read | brew/health.js:1-8, 13 |
| Orders, 30 days | Shopify orders in the last 30 days | 30 days | brew/connectors/shopify.js:212 |
| Average order value | Sum of order totals over orders in the last 30 days, divided by their count | 30 days | brew/connectors/shopify.js:135 |
| Repeat rate | Of customers who ordered in the last 90 days, the share with 2 or more lifetime orders; shown only with 30 or more customers | 90 days | brew/connectors/shopify.js:156, 213 |
| Sessions | GA4 sessions | 30 days | brew/connectors/google.js:175 |
| Conversion | GA4 purchases per session | 30 days | brew/connectors/google.js:175 |
| Meta spend, ROAS, cost per purchase | From the connected ad accounts; the label says when campaigns count purchases over different windows | 30 days | brew/connectors/meta.js:272 |
| Highest frequency | Highest campaign frequency | 7 days | brew/connectors/meta.js:273 |
| Stale | A connected number after 3 failed reads, or no good read for four cadences and at least 24 hours; it stops counting | Per connector | brew/connectors/index.js:37, 51-61 |
| Projected impact | A range for the metric a change moves, labelled "a projection, not a promise" | The family's window | brew/impact.js:1-12 |
The names a card may use for each connected number are listed once in NAMES, and connected numbers replace the site's ones for members by PRECEDENCE. brew/facts-desk.js:34-46 memory brew-connected-facts
Numbers the company runs on
| Number | State | Source |
|---|---|---|
| North star, activation, return, taste, making, trust | Proposed in product metrics; not counted | handbook content/product/product-metrics.md |
| First build cap per brand on production, every Play written once | $45 a build | brew/tools/prod-env.sh:9 brew/build.js:113 |
| Cost of one store read | About $6 of treg | brew/alerts.js:7 |
| Cost of one Play on Gemini Flash | $0.06 to $0.10, 16 Oct | memory brew-audit-2026-10-15 |
| Usage analytics | None | handbook content/product/product-metrics.md |
Tomorrow
Company numbers, proposed definitions
| Number | Definition | Version | Tag |
|---|---|---|---|
| Brand | One store domain, a slug; test brands, the demo and staff only brands never count | v1 | New |
| Active brand | A brand where a member of its own team, never staff, signed in during the week | v1 | New |
| Week | Monday to Sunday in the brand's own time zone | v1 | New |
| Weekly hand-off stores, the north star | Active brands where a member handed off at least one Play or card in the week | v1 | New |
| Activation | Share of new brands whose team hearts, makes and hands off one card within 7 days of the first read | v1 | New |
| Return | Share of active brands active again the next week | v1 | New |
| Taste | Share of shown cards with a heart or Not for me | v1 | New |
| Making | Share of hearted cards with a version made | v1 | New |
| Trust | Share of facts marked to confirm that the team corrected | v1 | New |
| Cost per active brand | Our AI, treg and Apify spend in the week divided by active brands | v1 | New |
| Approved posts | Share of hand-offs that become a scheduled post | v2 | New |
| Measured share | Share of shipped Plays with a How it went result | v3 | New |
| Rules kept | Share of ad runs inside the brand's rules with no undo | v4 | New |
How we do it
- A number is defined here before it appears on any page, deck or update.
- The product's numbers come from
pack-numbers.jsand the connectors, the same way for every brand; never compute one twice. - A new connected number gets entries in
NAMESandPRECEDENCEthe same day. - Company numbers never appear in the product or in anything a brand reads.
- No targets until four weeks of partner data exist.
Numbers
This page owns the definitions above. Where each is measured is in the tracking plan.
| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Defined numbers | Rows on this page | This page | 27 on 26 Oct |
| Counted company numbers | Company rows with counting live | Tracking plan | 0, Proposed |
Open
- Accept the proposed company definitions? Proposal: yes as written, with the north star counting any hand-off, to the brand's team or to an outside maker.
- Does staff activity ever count? Proposal: never; our team's opens and makes are counted apart.
- Cost per active brand: include Google credits? Proposal: yes, count credits as money, so the number holds once credits end in 2028.