Performance Marketing Glossary
The Language
of Measurable Growth
Clear, plain-language definitions of the performance-marketing terms and metrics that matter most.
- Performance Marketing
- Marketing accountable to measurable outcomes — leads, pipeline, and revenue — rather than impressions alone.
- Search Engine Optimization(SEO)
- Improving organic (unpaid) visibility in search results through technical health, content, and authority.
- Pay-Per-Click(PPC)
- A paid model where advertisers pay each time someone clicks an ad, common in paid search and social.
- Conversion Rate Optimization(CRO)
- Systematically increasing the share of visitors who take a desired action.
- Return on Ad Spend(ROAS)
- Revenue generated for every unit of currency spent on advertising — a core paid-media efficiency metric.
- Customer Acquisition Cost(CAC)
- The total cost of acquiring a new customer, including media, tools, and effort.
- Customer Lifetime Value(LTV)
- The total value a customer is expected to generate over the relationship; healthy economics need LTV well above CAC.
- Attribution
- Assigning credit to the marketing touchpoints that contributed to a conversion.
- Demand Generation
- Marketing that creates new awareness and intent across the market, beyond capturing existing demand.
- Lead Generation
- Capturing contact information and interest from people already in-market.
- Marketing Qualified Lead(MQL)
- A lead judged likely enough to become a customer to warrant sales attention.
- Click-Through Rate(CTR)
- The percentage of people who click after seeing an ad or listing.
- Conversion Funnel
- The stages a prospect moves through from first awareness to becoming a customer.
Ready to apply these? Start with What Is Performance Marketing?
Where we do this work
- Search DominanceHigh-authority rankings across Google and Bing through technical excellence, topical authority clusters, and content architecture built for durable dominance — not short-lived spikes.Explore the service →
- Google Ads ManagementSearch advertising is the fastest way to reach buyers already looking.Explore the service →
- Landing Page OptimizationA campaign landing page has one job and a few seconds to do it.Explore the service →
Common Questions
Common questions
- What is lead generation?Lead generation is the system that identifies people in market, captures them at the point of intent, qualifies them, and routes them to the right owner while interest is stil…Read the full answer→
- What is conversion rate optimization (CRO)?CRO is the practice of increasing the share of visitors who take a meaningful action, by removing friction and testing changes against real behaviour. Because it improves traf…Read the full answer→
- How do you measure marketing ROI?By connecting channels and campaigns to booked revenue rather than to clicks, with the limits of the model stated rather than hidden. Multi-touch attribution is a model, not a…Read the full answer→
Strategy Call
From Metrics to Momentum.
Knowing the terms is the start. Book a call to see how they apply to your growth.