6 terms
An attribution model is the rule that assigns credit for a conversion to the ads, channels and touchpoints a customer encountered before converting.
CAC, or customer acquisition cost, is the average sales and marketing spend needed to win one new paying customer in a given period and channel.
CLV in performance marketing is customer lifetime value: the net profit a customer is expected to generate over the whole relationship with a business.
Conversion rate is the share of visitors, clicks or users who complete a defined goal action, a core efficiency metric in performance marketing.
Cost per lead (CPL) is the average marketing spend needed to generate one lead, calculated by dividing campaign cost by the number of leads acquired.
ROAS, or return on ad spend, measures the revenue generated for each unit of advertising spend and guides budget decisions in performance marketing.