Marketing metrics and terms in plain language — search
CAC
Customer Acquisition Cost — marketing+sales spend ÷ new customers.
LTV
Lifetime Value — profit from a customer over their lifetime; should be ≥3× CAC.
ROAS
Return on Ad Spend — revenue/ad spend; 4.0 means a hryvnia of ads gave 4 of revenue.
CTR
Click-Through Rate — clicks/impressions ×100%; creative attractiveness metric.
Воронка
Customer journey stages: reach → interest → desire → action (AIDA); each has its conversion.
Ретаргетинг
Ads to those who already visited/interacted — warmest audience, cheap conversions.
Конверсія
Share of visitors taking the target action; CR = goals/visitors ×100%.
A/B-тест
Comparing two variants on a metric; test one variable at a time.
Churn
Customer churn over a period; in subscriptions more critical than acquisition.
Охоплення vs покази
Reach — unique people; impressions — all views including repeats.
ER
Engagement Rate — (likes+comments+saves)/followers; blogger audience quality.
Лід-магніт
Free value for a contact (checklist, guide, template) — email funnel fuel.