The total income generated from sales before expenses are deducted. A primary business outcome that marketing may influence through acquisition, conversion, and retention. See also: Return on Investment, Lifetime Value,
Return on investment; a measure comparing the financial benefit of an activity with the cost required to produce it. A broad measure of whether a marketing investment created enough value
The practice of showing advertisements to people who previously interacted with a website, application, or brand. A way to re-engage audiences who showed interest but did not yet convert. See
The revenue attributed to advertising divided by the amount spent on that advertising. A campaign efficiency metric used to compare financial return with media cost. See also: ROAS, Return on
A measure comparing the financial benefit of an activity with the cost required to produce it. A broad business metric for judging whether an investment created sufficient value. See also:
Return on ad spend; the revenue attributed to advertising divided by the amount spent on that advertising. A practical metric for evaluating the direct revenue efficiency of paid media. See
The number of unique people who are exposed to a piece of content, campaign, or advertisement. A measure of audience size rather than the total number of times content was
A strategy that encourages customers, partners, or advocates to recommend a business to others. A growth approach built on trust transferred through personal recommendations. See also: Word of Mouth, Affiliate
Website visits that arrive through links on other websites rather than through search engines or direct navigation. A useful measure of traffic generated by partnerships, media coverage, directories, and backlinks.
A strategy for reconnecting with people who previously interacted with a brand, often through email or advertising. A broad follow-up approach intended to bring interested audiences back into the customer
