1. Introduction

Definition

Expanses is an analytics section of the Leeloo.AI platform where the B2B operator manually records marketing spend on a specific sales tunnel, lead-generation tool (LGT) and traffic source. These records become the basis for the platform's automatic unit-economics calculations: CAC, LTV and ROI for each tunnel.

The section belongs to the Analyze stage of the customer lifecycle — it does not trigger any communication with the subscriber, it gathers financial data used to evaluate the effectiveness of tunnels that are already running. At the same time, expenses are a required input for the Manage stage: without manual expense entry, the system cannot calculate tunnel profitability or tell the operator which funnels to scale and which to switch off.

The B2B operator — a marketer, financial manager or project owner — opens Analytics ➝ Expanses inside the Leeloo.AI workspace and manually adds each record of spend: Facebook Ads budget, payment to a freelancer, traffic purchase from a blogger, and so on. Without this input, the Expenses column of the tunnels-analytics table stays at zero and the CAC / ROI numbers come out wrong.

The B2C client interacts with the Expanses section only indirectly: they never see this UI, but the budget recorded here is what makes LGTs, ads and tunnel entry points exist in the first place. Each expense record is the monetary measurement of the channel through which the subscriber arrived.

Expense records are not written into the Client's Card directly. However, through attribution by tunnel and LGT, every subscriber receives a virtual acquisition cost (CAC). This cost is then taken into account in cohort reports, Sales Plans and the Dashboard.

After reading this article you will understand

• where marketing expenses on tunnels are recorded inside the Leeloo.AI platform;

• which fields are required when adding a new expense record;

• why an expense cannot be deleted or edited after it has been saved;

• how recorded expenses affect CAC, LTV and ROI in tunnels analytics;

• which related sections (Tunnels, LGT, Traffic Sources, Reports) rely on this data.

Purpose

The Expanses section is the single source of truth for marketing-spend data inside Leeloo.AI. The platform does not connect to ad accounts automatically — every figure is entered by the operator. That makes the section a USP touchpoint for real unit-economics: without it neither Dashboard, nor Reports, nor Sales Plans can show correct payback.

During the Analyze stage, the section feeds the numerator of every efficiency formula to all analytical modules. Entered amounts automatically appear in the Expenses column of the tunnels-analytics table, recalculating CAC, ROI and the cost share of revenue, and shaping the profitability picture of every funnel. The job to be done — give the operator precise financial data on which they make budget and scaling decisions.

During the Manage stage, the section acts as an operational bookkeeping tool: every week, or after each new ad campaign, the operator enters actual spend into the system. The job to be done — turn scattered invoices and payments into a structured record attached to a specific tunnel and traffic source so the team can compare channels and reallocate budget.

2. Opening the section

If you need to add expense data for a tunnel to the system, open Analytics ➝ Expanses. You will see a table of every previously added record and a "New Expense" button in the top right corner.

3. Adding a new expense

To add a new expense, click the "New Expense" button. A form will appear with the following fields:

1. Specify the date and time of the expense;

2. Select the tunnel the money was spent on;

3. Select the lead-generation tool (LGT);

4. Select the traffic source;

5. Enter a comment to remember what the money was spent on;

6. Enter the cost — the amount spent in US dollars.

4. Saving

After filling in the form, click "Save". The record enters the expenses table and, at the same time, the Expenses column of the tunnels-analytics table.

5. Impact on tunnels analytics

As soon as a record is added, the system automatically recalculates the tunnel's efficiency metrics: CAC (customer acquisition cost) grows by the amount of the expense divided by the number of subscribers who came through the selected LGT and traffic source; ROI is recalculated with the new spend in the denominator; LTV is compared with CAC so the operator can immediately see the channel's payback. Changes propagate to Tunnels Analytics, Reports and the Dashboard without a page reload.

Related instructions

Glossary