Impressions How many times your content or ad was shown.
Count reported by the platform
One person can see it many times; compare with reach.
Watch a simple explanation (opens YouTube in a new tab)
Reach How many different people saw it.
Unique viewers
Grow reach in your target audience, not just any audience.
Watch a simple explanation (opens YouTube in a new tab)
CTR (click-through rate) Out of everyone who saw it, the share who clicked.
Clicks ÷ Impressions × 100
Low CTR usually means the hook or creative isn't landing.
Watch a simple explanation (opens YouTube in a new tab)
CPM What you pay for 1,000 ad views.
Spend ÷ Impressions × 1,000
Rises in busy seasons; compare within the same platform.
Watch a simple explanation (opens YouTube in a new tab)
CPC What you pay for each click.
Spend ÷ Clicks
Cheap clicks are worthless if they don't convert.
Watch a simple explanation (opens YouTube in a new tab)
Conversion rate Share of visitors who take the action you want.
Conversions ÷ Visitors × 100
Measure per page and per traffic source.
Watch a simple explanation (opens YouTube in a new tab)
CPL / CPA Cost to get one lead or one action.
Spend ÷ Leads (or Actions)
Judge alongside lead quality.
Watch a simple explanation (opens YouTube in a new tab)
CAC Total cost to win one new customer.
(Marketing + Sales costs) ÷ New customers
Include salaries and tools for the true number.
Watch a simple explanation (opens YouTube in a new tab)
LTV (lifetime value) How much profit a customer brings over their whole relationship with you.
Avg monthly revenue × Gross margin ÷ Monthly churn
Use gross margin, not revenue, for decisions.
Watch a simple explanation (opens YouTube in a new tab)
LTV:CAC ratio How much value a customer brings for every 1 you spend to win them.
LTV ÷ CAC
About 3:1 is a commonly cited healthy target.
Watch a simple explanation (opens YouTube in a new tab)
CAC payback Months until a customer pays back what it cost to win them.
CAC ÷ (Monthly revenue per customer × Gross margin)
Shorter payback means you can grow faster with less cash.
Watch a simple explanation (opens YouTube in a new tab)
ROAS Revenue earned for every 1 spent on ads.
Ad revenue ÷ Ad spend
Compare with your break-even ROAS (1 ÷ gross margin).
Watch a simple explanation (opens YouTube in a new tab)
ROI Profit earned for every 1 invested.
(Gain − Cost) ÷ Cost × 100
Include all costs, not just media.
Watch a simple explanation (opens YouTube in a new tab)
Churn rate Share of customers who leave in a period.
Customers lost ÷ Customers at start × 100
Small churn changes have a big effect on LTV.
Watch a simple explanation (opens YouTube in a new tab)
Retention rate Share of customers who stay.
(End customers − New customers) ÷ Start customers × 100
Look at it by cohort.
Watch a simple explanation (opens YouTube in a new tab)
MQL / SQL Leads marketing thinks are a fit (MQL) and leads sales has accepted (SQL).
Counts by lifecycle stage
Agree definitions with sales in writing.
Watch a simple explanation (opens YouTube in a new tab)
Pipeline Total value of open sales opportunities.
Sum of open deal values
Track marketing-sourced vs influenced.
Watch a simple explanation (opens YouTube in a new tab)
Win rate Share of opportunities that become customers.
Won deals ÷ Closed deals × 100
Segment by source to see lead quality.
Watch a simple explanation (opens YouTube in a new tab)
AOV (average order value) Average amount spent per order.
Revenue ÷ Orders
Bundles and upsells raise AOV.
Watch a simple explanation (opens YouTube in a new tab)
Engagement rate Share of viewers who like, comment, share or save.
Engagements ÷ Reach (or Impressions) × 100
Saves and shares signal real value.
Watch a simple explanation (opens YouTube in a new tab)
Email open & click rate Share of recipients who open, and who click.
Opens ÷ Delivered; Clicks ÷ Delivered
Privacy features inflate opens; trust clicks more.
Watch a simple explanation (opens YouTube in a new tab)
NPS How likely customers are to recommend you, on a −100 to 100 scale.
% promoters (9–10) − % detractors (0–6)
Read the comments; the score alone won't tell you what to fix.
Watch a simple explanation (opens YouTube in a new tab)
Share of voice Your share of the conversation or ad presence in your market.
Your mentions ÷ Total category mentions × 100
A leading indicator of future market share.
Watch a simple explanation (opens YouTube in a new tab)
Brand search volume How many people search your brand name.
Monthly branded searches
A useful proxy for awareness growth.
Watch a simple explanation (opens YouTube in a new tab)
