Metrics

Definitions, formulas and examples for the metrics used in marketing decisions.

• CAC: customer acquisition cost

• CPL: cost per lead

• CPC: cost per click

• CR: funnel-stage conversion rate

• ROMI: return on marketing investment

• ROAS: return on advertising spend

• LTV: customer value over a defined horizon

• LTV:CAC: customer value to acquisition cost

• AOV: average order value

• Contribution margin: contribution before ad spend

• Margin: profit as a share of price

• Markup: profit relative to unit cost