Customer Lifetime Value

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.

CPA

Cost Per Acquisition. Spend divided by conversions. Bottom-line efficiency metric.

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.