Marketing terms without the fog.
Definitions, formulas and examples for the numbers that show up in your analytics, advertising and growth reports.
CTR
What Is CTR in Marketing?
Click-through rate explained with the formula, examples and the difference between attention and intent.
CTR = clicks ÷ impressions × 100
CPC
What Is CPC? Cost Per Click Explained
Understand CPC, how it differs from CPM and CPA, and what can make a click expensive.
CPC = ad spend ÷ clicks
CPA
What Is CPA in Marketing?
Cost per acquisition explained, with the difference between CPA, CPC, CAC and conversion rate.
CPA = acquisition spend ÷ conversions
CAC
What Is CAC? Customer Acquisition Cost Explained
Learn how to calculate CAC and why it should be compared with contribution-margin LTV.
CAC = acquisition and sales spend ÷ new customers
LTV
What Is LTV? Customer Lifetime Value Explained
A practical explanation of customer lifetime value, margin-adjusted LTV and payback.
Simple LTV = average order value × purchase frequency × customer lifespan
UTM
What Is a UTM Parameter?
UTM parameters explained for GA4 campaign tracking, naming conventions and QA.
A UTM is a query parameter attached to a URL.
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