The Language
of Measurable Growth

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?