CPA

CPM

Cost Per Mille. Cost per 1,000 impressions. Standard pricing for awareness and programmatic.

CPC

Cost Per Click. Price per ad click. Primary for search and consideration.

CTR

Click-Through Rate. Clicks/Impressions as %. Benchmark: 1-3% display, 3-8% search.

CVR

Conversion Rate. Conversions/Clicks as %. Benchmark: 2-5% e-comm, 5-15% lead gen.

ROAS

Return On Ad Spend. Revenue per dollar spent. 3x = $3 revenue per $1.

ROI

Return On Investment. Net profit / total cost as %. Includes all costs, not just ads.

CPL

Cost Per Lead. Spend / leads. Critical for B2B and services.

CPV

Cost Per View. Cost per video view (2-30s depending on platform).