Marketing

CAC (customer acquisition cost) is what you spend on marketing and sales to win one new customer: a period's spend divided by the new customers it brought.

Vanity metrics are numbers that look impressive, like followers, views or total sign ups, but do not tell you what to do next or whether sales are growing.

An ICP (ideal customer profile) is a short description of the type of customer who gets the most value from you, pays well and stays, and of who not to chase.

A persona is a short portrait of one typical customer, built from real conversations and data, that you picture when you write an ad, a post or a page.

Positioning is the place your business takes in the customer's mind next to the alternatives: who it is for, what it is compared with, and why it wins.

A value proposition is the one clear promise of what a customer gets from you: which problem you solve, for whom, and why that beats their other options.

A marketing funnel is a model of the stages people pass from first seeing your business to buying, and it shows at which stage most of them drop out.

A customer journey is the whole path a customer walks with your business, seen from their side, from first hearing of you to buying, using and coming back.

CTR (click-through rate) is the share of ad impressions that ended in a click: clicks divided by the times the ad was shown. It shows if the ad earns the click.

CPC (cost per click) is what you pay on average for one click on your ad: ad spend divided by clicks. A cheap click does not mean a cheap customer.

CPL (cost per lead) is what you pay on average to get one lead, a person who left details or wrote to you: ad spend divided by the leads it brought.

CPA (cost per acquisition) is what you pay on average for one conversion you chose to count, such as a booking or a sale: spend divided by those conversions.

Conversion rate is the share of people who took the step you count, such as booking or buying, out of those who reached the stage before it, like clicks.

ROAS (return on ad spend) is the revenue an ad campaign brings for each shekel spent on it. It is not profit: a ROAS of 5 can still lose money after costs.

Attribution is how credit for a sale is split between the ads and channels a customer met before buying. The rule you choose, the model, decides the split.

Retargeting is showing ads to people who already visited your site or engaged with your page, to bring back those who left without buying or booking.

SEO (search engine optimization) is the work that lifts your site in Google's unpaid results, so people searching for what you sell find you without an ad.