Business Intelligence
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Add-to-Cart Rate
Add-to-Cart Rate measures how many ad clicks result in a product being added to the shopping cart. It's a mid-funnel signal that indicates product appeal, pricing competitiveness, and landing page quality.
AOV
AOV (Average Order Value) measures the average amount spent each time a customer places an order. Increasing AOV — through upsells, bundles, or free shipping thresholds — is often more cost-effective than acquiring more customers.
ARPDAU
ARPDAU (Average Revenue Per Daily Active User) measures how much revenue your app generates per user per day. It's a vital health metric for subscription, gaming, and e-commerce apps to track monetization efficiency.
Assisted Conversion Rate
Assisted Conversion Rate measures what percentage of total conversions were influenced by a specific channel at some point in the customer journey — even if that channel wasn't the final click. It prevents over-crediting last-click channels.
Audio Completion Rate
Audio Completion Rate measures the percentage of listeners who hear your audio ad from start to finish. It's the audio equivalent of VCR and signals whether your podcast or streaming ad is resonating rather than being skipped.
Break-Even ROAS
Break-Even ROAS tells you the minimum revenue return per dollar of ad spend needed to avoid making a loss — based purely on your gross margin. Any ROAS above this threshold generates profit; below it and you're losing money on every sale.
CAC
CAC (Customer Acquisition Cost) measures the total cost of acquiring one new customer — including all marketing and sales spend. Comparing CAC to LTV tells you whether customer relationships are profitable over time.
Cart Abandonment Rate
Cart Abandonment Rate shows how often shoppers add products to cart but leave before completing the purchase. It directly highlights friction in the checkout experience — and is a major lever for revenue recovery through retargeting.
Conversion Rate (CVR)
CVR (Conversion Rate) measures the percentage of clicks or visits that result in a desired action — like a purchase, sign-up, or form submission. It's a core indicator of landing page quality, UX, and offer relevance.
COS (Cost of Sale)
COS (Cost of Sale) is the inverse of ROAS — expressed as a percentage of revenue. It tells you what fraction of each sale you're spending on advertising. Lower COS means more efficient advertising relative to total revenue.
Cost per Play
Cost Per Play measures how much you spend each time your ad appears on a screen — commonly used in DOOH and audio advertising. It helps evaluate the efficiency of broadcast-style media buys.
CPA
CPA (Cost Per Action or Acquisition) tells you exactly how much you spend to get one customer to take a specific desired action — a purchase, a subscription, a lead form, etc. It's the most direct measure of campaign profitability.
CPC
CPC (Cost Per Click) tells you how much you pay each time someone clicks on your ad. It's the go-to metric for performance-driven campaigns where driving traffic to a website or landing page is the goal.
CPCL
CPCL (Cost Per Completed Listen) is the audio equivalent of CPCV. It tells you how much you're paying each time a listener hears your entire audio ad — ensuring you only account for fully-delivered messages.
CPCV
CPCV (Cost Per Completed View) tells you how much you're paying each time someone watches your video to 100% completion. It's a more qualified cost metric than CPM because it only charges when the full message is delivered.
CPI
CPI (Cost Per Install) is the standard metric for mobile user acquisition campaigns. It tells you how much you spend for each user who installs your app — directly linking media spend to app growth.
CPL
CPL (Cost Per Lead) measures how much you spend for each qualified lead generated — most commonly used in B2B, real estate, and service industries where the sales cycle is too long to measure direct purchase conversions.
CPM
CPM (Cost Per Mille) is the price you pay for every 1,000 times your ad is shown. It's the most widely used metric for measuring the cost efficiency of an awareness campaign. Lower CPM means you're reaching more people for less money.
CTR
CTR (Click-Through Rate) measures how often people who see your ad actually click on it. A higher CTR indicates your creative and targeting are resonating well with your audience.
Engagement Rate
Engagement Rate shows what percentage of people who saw your ad interacted with it (liked, shared, commented, expanded, etc.). It's a measure of creative quality and audience relevance beyond passive viewing.
Frequency
Frequency measures how many times, on average, each unique person in your audience has seen your ad. Optimal frequency balances brand recall (too few = forgotten) against over-exposure and ad fatigue (too many = annoyance).
Incremental Lift %
Incremental Lift measures the true causal impact of your ad by comparing conversion rates between people who saw your ad (exposed group) versus a matched control group who didn't. It removes organic conversions to isolate ad-driven impact.
Incremental Revenue Lift %
Incremental Revenue Lift measures the additional revenue generated by an exposed audience versus a control group — isolating the true revenue impact of a campaign beyond what would have occurred organically.
LTV (Lifetime Value)
LTV (Lifetime Value) predicts the total revenue a single customer will generate over their entire relationship with your brand. It's the single most important input for deciding how much you can afford to spend on customer acquisition.
LTV to CAC Ratio
The LTV:CAC Ratio is one of the most important indicators of business health — it shows whether customer relationships generate sufficient long-term value to justify acquisition costs. A ratio below 1 means you're losing money per customer.
Marketing Efficiency Ratio (MER)
MER (Marketing Efficiency Ratio) measures total revenue divided by total marketing spend — across all channels combined. Unlike ROAS (which is channel-specific), MER captures blended efficiency and is better suited for omnichannel DTC brands.
Modelled Impressions
Modelled Impressions estimate the number of unique people who realistically had an opportunity to see an out-of-home (OOH) or DOOH ad, based on footfall data and how much of the display is actually visible from passing traffic.
ROAS
ROAS (Return on Ad Spend) measures how much revenue you generate for every dollar spent on advertising. It's the fastest signal of campaign revenue efficiency and is widely used to optimize and scale direct-response campaigns.
ROAS %
ROAS% expresses your return on ad spend as a percentage rather than a multiplier — preferred in finance and boardroom reporting where percentage-based metrics are the norm. ROAS% = ROAS × 100.
ROI
ROI (Return on Investment) measures the net profitability of a campaign relative to its cost. Unlike ROAS which is revenue-based, ROI accounts for profit margins by subtracting spend from revenue before dividing — giving a true picture of business value created.
SOV (Share of Voice)
SOV (Share of Voice) measures what percentage of total available ad plays or impressions in a given environment your brand captures. Higher SOV correlates with stronger brand recall and competitive presence.
VCR (Video Completion Rate)
VCR (Video Completion Rate) measures how often viewers watch your video ad from start to finish. High VCR signals that the content is engaging and relevant — and ensures your full brand message is being communicated.
Viewability Rate
Viewability Rate measures the percentage of your ad impressions that were actually viewable — meaning at least 50% of the ad was on screen for at least 1 second (2 seconds for video). Paying for ads nobody sees is wasted budget.
VTR (View Through Rate)
VTR (View-Through Rate) measures the percentage of total impressions that resulted in a completed video view. Unlike VCR (which only counts those who started watching), VTR includes everyone the ad was served to — including those who skipped.