The comprehensive list of terms and concepts that you need to thrive in today’s B2B marketing landscape.
Enagement rate is a measure of how actively users interact with content. It includes clicks, opens, time spent, and interactions.
Click-through rate (CTR) is the percentage of ad impressions that result in clicks. It reflects how compelling or relevant an ad or link is to its audience. Higher CTR generally indicates stronger ad performance or better targeting.
Cost per acquisition (CPA) is the cost to acquire a customer or conversion. CPA is used to evaluate campaign ROI.
Cost per click (CPC) is the amount an advertiser pays each time someone clicks their ad. It is common in paid search and paid social campaigns. Lower CPC means more efficient spend for driving traffic.
Cost per mille (CPM) is the cost to deliver 1,000 ad impressions. CPM is used in display, video, and programmatic advertising to measure reach-based efficiency. It is an ideal measurement for awareness campaigns where visibility is the main goal.
Return on ad spend (ROAS) is the ratio between revenue generated and budget invested in advertising campaigns. ROAS is used for tracking the effectiveness of digital advertising spend.
A conversion is a desired action taken by a user, such as filling out a form, booking a meeting, or making a purchase. Conversions represent progress toward business goals. They are key indicators of campaign effectiveness.
An impression is a single display of an ad on a screen, regardless of whether the user interacts with it. Impressions measure visibility and reach. High impressions can support brand awareness strategies.
A click is a user interaction where someone clicks on an ad, link, or button. Clicks are used to measure engagement and interest in digital content. They are a foundational metric in digital marketing and advertising performance.
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