Glossary
Marketing glossary
The marketing terms and metrics that actually matter, explained in plain English with formulas and real examples. No jargon for the sake of it.
Paid Ads
ROAS (Return on Ad Spend)
The revenue you earn for every unit of currency spent on advertising.
ACOS (Advertising Cost of Sale)
The percentage of revenue spent on advertising, the inverse of ROAS.
CPC (Cost Per Click)
The average amount you pay each time someone clicks your ad.
CPM (Cost Per Mille)
The cost to show your ad one thousand times.
CPL (Cost Per Lead)
The average cost to generate one lead.
CPA (Cost Per Acquisition)
The cost to get one conversion, such as a sale or sign-up.
SEM (Search Engine Marketing)
Using paid search ads to appear at the top of search results.
PPC (Pay Per Click)
An advertising model where you pay only when someone clicks.
Retargeting
Showing ads to people who already visited your site or engaged with you.
Metrics
CAC (Customer Acquisition Cost)
The total cost to acquire one new customer.
LTV (Customer Lifetime Value)
The total profit a typical customer generates over their whole relationship with you.
CTR (Click-Through Rate)
The percentage of people who click an ad or link after seeing it.
Conversion Rate
The percentage of visitors who complete a desired action.
Bounce Rate
The percentage of visitors who leave after viewing only one page.
AOV (Average Order Value)
The average amount a customer spends per order.
Churn Rate
The percentage of customers who stop buying over a given period.
Retention Rate
The percentage of customers who keep buying, the inverse of churn.
Impressions
The number of times your content or ad is displayed.
Reach
The number of unique people who saw your content.
SEO
SEO (Search Engine Optimization)
Improving a website to earn free, organic traffic from search engines.
AEO (Answer Engine Optimization)
Optimizing content to be cited by AI answer engines like ChatGPT and Perplexity.
SERP (Search Engine Results Page)
The page of results a search engine returns for a query.
Backlink
A link from another website pointing to yours.
Organic Traffic
Visitors who arrive through unpaid search results.
Know the terms. Now put them to work.
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