- CAC (Customer Acquisition Cost)
- The total spend to win one paying customer - ad spend plus tooling and time - divided by customers acquired. If CAC is higher than what a customer is worth, the funnel loses money.
- CPC (Cost per Click)
- What you pay each time someone clicks your ad. Useful for comparing creatives and audiences, but a low CPC means nothing if the clicks do not convert.
- CPM (Cost per Mille)
- The cost per thousand ad impressions. It measures reach, not response - a cheap CPM with no conversions is still wasted budget.
- CTR (Click-Through Rate)
- Clicks divided by impressions. A quick read on whether your creative and targeting earn attention.
- Conversion rate
- The share of visitors who take the action you want - a sign-up, a lead, a sale. The lever that usually beats buying more traffic.
- ROAS (Return on Ad Spend)
- Revenue generated for every unit of ad spend. ROAS of 4 means four in revenue for one spent. Judge it against your margin, not in isolation.
- CRO (Conversion Rate Optimisation)
- Improving the percentage of visitors who convert - through copy, layout, speed and trust - rather than paying for more visitors.
- SEO (Search Engine Optimisation)
- Earning visibility in unpaid search results by matching real intent with useful pages, sound structure and credible links.
- SERP (Search Engine Results Page)
- The page of results for a query. Understanding what already ranks there tells you what a page has to do to compete.
- Keyword intent
- What a searcher actually wants - to learn, to compare, or to buy. Matching intent matters more than matching the exact words.
- Attribution
- Deciding which touchpoints get credit for a conversion. Last-click is simple but hides the channels that started the journey.
- UTM parameters
- Tags added to a link (source, medium, campaign) so analytics can tell where traffic and conversions came from. Consistency is everything.
- Funnel
- The stages from first awareness to action. Naming the stages shows you where people drop off and what to fix.
- Lookalike audience
- An audience a platform builds to resemble your best existing customers, used to find new people likely to convert.
- Retargeting
- Showing ads to people who already engaged - visited a page, added to cart - usually the cheapest conversions you can buy.
- LTV (Lifetime Value)
- The total profit expected from a customer over the whole relationship. It sets how much you can afford to spend to acquire one.
- Bounce rate
- The share of visits that leave without a second interaction. High bounce on a landing page usually means a message or speed problem.
- Impression
- A single display of your content or ad. Impressions measure how often you were seen, not whether it worked.
