The terms behind the dashboards.

The percentage of people who saw your ad and clicked it. The first signal of whether your hook is working.

How much you pay in ad spend for each new customer or qualified action.

How much you pay each time someone clicks your ad. The link between bidding and CTR.

How much it costs to show your ad to 1,000 people. The 'price of attention' on a given network.

Revenue generated for every euro / dollar spent on advertising. The single most-watched paid-acquisition metric.

Deciding which marketing touchpoints get credit for a conversion. The most-debated number in modern marketing.

The average revenue per order. The lever that, when raised, makes every other unit-economic problem easier.

The percentage of visitors who complete a desired action — purchase, signup, lead form. The lever that compounds with everything else.

The fully-loaded cost of acquiring one customer, including ad spend plus all the marketing inputs that helped convert them.

The total revenue (or contribution margin) a customer generates across their entire relationship with your brand.

How far back in time the ad platform looks to credit a conversion to one of your ads. The single biggest setting that changes your reported ROAS.

An audience the ad platform builds that statistically resembles your existing customers. The bridge between retargeting and cold prospecting.

Showing ads to people who've already visited your site, viewed a product, or abandoned a cart. The highest-converting paid audience you can build.

When the same audience has seen your creative too many times and stops responding. The most common reason a winning ad suddenly underperforms.

Letting the ad platform automatically mix and match headline / image / CTA combinations to find the best-performing pairing per audience.

A limit on how many times the same person sees the same ad. The simplest way to prevent ad fatigue.