What it answers#
The Evidence tab answers one question: is this test passing its pre-set thresholds? It is read-only and recalculated every time the page loads.
Metric cards#
One card per pass threshold, plus offer-test hours. Each shows the metric's name, a Met (aqua) or Not yet tag, the current value in large serif type, its target, and a bar of progress towards it.
Named-prospect tests:
| Metric | How it is counted | Default threshold |
|---|---|---|
| Named prospects | Outreach rows (prospects you added) | between 30 and 50 |
| Contacted | Rows with a contacted date ÷ prospects, as a % | ≥ 80% |
| Qualified conversations | Conversation events | ≥ 10 |
| Priced pilot commitments | Pilot commitment + deposit events | ≥ 2 |
Public-audience tests:
| Metric | How it is counted | Default threshold |
|---|---|---|
| Visits from tagged links | Visits whose link carried a utm_source |
≥ 300 |
| Conversion | Distinct lead emails ÷ distinct daily visitor codes, as a % | ≥ 5% |
| Paid deposits | Deposit events | ≥ 2 |
The Offer-test hours card shows intake + test hours against the cap (default 25), tagged Within cap or Over cap. Demo and pilot hours are not counted.
Funnel#
The Funnel card shows outreach (prospects contacted), visits, leads, conversations and commitments (pilot commitments + deposits), each with a bar and the conversion from the step before. Underneath: the outreach completion % for named-prospect tests, or Bookings (conversation events — how Cal.com bookings are recorded) for public-audience tests.
Breakdown#
- By channel (public-audience tests): visits, leads and conversion per
utm_source, with untagged traffic last. Leads count distinct emails. - Top prospects by response (named-prospect tests): up to eight prospects ranked by leads then visits, with whether they have been contacted.
How these are measured#
The fold at the bottom lists every definition above, so a number is never read out of context.
Things to keep in mind:
- Visitor codes change daily, so one person visiting on three days counts as three visitors: conversion is conservative.
- Bookings and deposits count only once you log them as events.
- Evidence uses the thresholds in the brief now; changing thresholds mid-test changes the pass marks.
Experiment 000#
The studio's own recruitment test has its own view:
| Card | What it shows |
|---|---|
| Visits and applications by source | Studio-page visits and applications grouped by utm_source and utm_campaign, with the rate. This is how you compare the links you share. (none) means untagged. |
| Recruitment thresholds | 3 qualifying partners found within 3 weeks — applications you accepted in the last 3 weeks, Met or Not yet. Terms signed within 2 weeks of acceptance — signing happens outside the platform; record it in a review memo. Underneath, the total accepted. |
The stat strip above shows studio visits in the last 30 days, applications, accepted in three weeks, and recruitment hours.