A quick overview of abbreviations and metrics we use in our calculators. No unnecessary theory, just the
essentials for practice.
AOV
E-commerce
Average Order Value – average revenue per order. Key metric for e-shops. Increasing AOV is often cheaper than acquiring a new customer.
Used in CLV Calculator ›
CAC
E-commerce
Customer Acquisition Cost – total cost to acquire a paying customer. Calculated as total marketing spend divided by new customers.
Used in CLV Calculator ›
CPA
Media / PPC
Cost Per Action – cost for a specific conversion (order, lead, signup). Key metric for performance campaigns.
Calculate CPA ›
CLV / LTV
E-commerce
Customer Lifetime Value – total revenue (or profit) a customer brings during their entire relationship with your business.
Calculate LTV ›
CPC
PPC
Cost Per Click – price you pay for each click on your ad. Basic model for Google Ads, Facebook Ads etc.
Calculate CPC ›
CPM / CPT
PPC
Cost Per Mille – cost for 1,000 ad impressions. Used mainly for brand awareness campaigns and programmatic buying.
Calculate CPM ›
CTR
PPC
Click-Through Rate – percentage of people who click on your ad after seeing it (Clicks / Impressions * 100). Indicates ad relevance.
Part of All-in-One ›
Gross / Net
Media
Difference in media pricing. Gross is rate card price, Net is after agency commission, and Net-net is after all discounts.
Media Price Calc ›
GRP
TV / Radio
Gross Rating Points – unit of media intensity. Reach (%) × Frequency. 100 GRP = 100% of target audience reached 1x (or 50% reached 2x).
Calculate GRP ›
Margin
Finance
Profit percentage from selling price. Not to be confused with Markup! Our calculators always calculate margin from the selling price.
Margin Calculator ›
COS (PNO)
Finance
Cost of Sales – percentage of revenue spent on ads. COS 20% means you spend 20 cents on ads for every euro earned.
Calculate COS ›
ROAS
Finance
Return on Ad Spend – inverse of COS. ROAS 5:1 (or 500%) means €1 invested in ads generates €5 in revenue.
Calculate ROAS ›
Return Rate
E-commerce
Percentage of orders returned by customers. Crucial for real margin calculation, especially in fashion (returns 20-30%).
Return Cost Calc ›
Conversion Rate
Web / Analytics
Percentage of visitors who complete a desired action (e.g., purchase, signup, form submission). One of the most important performance indicators.
Used in calculators ›
Bounce Rate
Web / Analytics
Percentage of visitors who leave after viewing only one page without further interaction. High rate may indicate irrelevant content or poor UX.
Engagement Rate
Social Media
Level of interaction (likes, shares, comments) your content receives relative to reach or follower count.
Growth Rate
Social Media
Speed at which your audience grows. Percentage increase of new followers relative to total count over a period.
Page Views
Web / Analytics
Total number of pages viewed. Includes repeated views of the same page by the same user.
AdSense Revenue ›
Unique Visitors (UV)
Web / Analytics
Number of different individuals (by cookies/IP) who visited the site during a specific period.
Traffic Estimate ›
Session Duration
Web / Analytics
Total time a user spends on the site during one visit (session).
Avg. Time on Page
Web / Analytics
Average time users spend on a specific page. Indicates content quality and reader engagement.
Pages per Session
Web / Analytics
Average number of pages viewed during one visit. Higher number often indicates better engagement.
Exit Rate
Web / Analytics
Percentage of visitors who leave the site from this specific page (regardless of how many pages they viewed before).
Form Completion
LeadGen
Percentage of visitors who successfully submit a form (leads) out of those who saw or started filling it.
Lead Generation
Social & LeadGen
Process of attracting and converting strangers into someone who has expressed interest in your product or service.
MQL (Marketing Lead)
Social & LeadGen
Marketing Qualified Lead – lead who has shown interest and been evaluated by marketing as promising for further outreach.
SQL (Sales Lead)
Social & LeadGen
Sales Qualified Lead – potential customer who has been vetted by marketing and is ready for direct contact with the sales team.
Open Rate
Email Marketing
Percentage of recipients who opened a specific email out of the total number of delivered emails.
Email CTR
Email Marketing
Percentage of email recipients who clicked on one or more links in the message.
Unsubscribe Rate
Email Marketing
Percentage of recipients who unsubscribed from the newsletter after a campaign.
CPL (Cost per Lead)
Social & LeadGen
Cost Per Lead – total marketing costs divided by number of leads acquired.
Share of Voice (SOV)
Brand Strategy
Your share of total advertising (media space) in a given segment compared to competitors.
Share of Search (SOS)
Brand Strategy
Your share of organic search compared to a basket of competitors. Often serves as a predictor of market share.
Brand Awareness
Brand Strategy
Extent to which consumers recognize your brand (spontaneous or aided awareness).
Brand Lift
Brand Strategy
Measurable increase in brand metrics (awareness, consideration, purchase intent) caused by an advertising campaign.
Organic Traffic
Web / SEO
Visitors who come from search engines (Google, Bing) naturally, without clicking on paid ads.
Keyword Ranking
Web / SEO
Position of your website in search results for specific keywords.
Backlink Quality
Web / SEO
Value and authority of other websites linking to your site. Key factor for SEO.
Domain Authority (DA)
Web / SEO
Score predicting a website's ability to rank in search engine results (SERP).
Quality Score
Google Ads
Google's rating for relevance of your keywords, ads, and landing pages. Affects ad position and cost per click.
Impression Share
Google Ads
Percentage of impressions your ad received out of total impressions it could have received.
CPV (Cost per View)
Video Ads
Cost Per View – price you pay for one video view. Used mainly on YouTube and social media.
VCR (View Completion)
Video Ads
Percentage of users who watched your video ad to completion (or to a certain point).
NPS (Loyalty)
Brand & Strategy
Net Promoter Score – measures customer loyalty and willingness to recommend your brand to others (on a 0-10 scale).
CSAT (Satisfaction)
Brand & Strategy
Customer Satisfaction Score – measures customer satisfaction with a specific interaction, purchase, or service.
Churn Rate
E-commerce
Percentage of customers who stopped subscribing or purchasing during a specific period. Opposite of retention.
Retention Rate
E-commerce
Percentage of customers a company retained during a specific period. Higher number means more loyal customers.
Repeat Purchases
E-commerce
Percentage of customers who purchased more than once. Key for long-term profitability (LTV).
ARPU
E-commerce
Average Revenue Per User – average revenue per user (total revenue / number of users).
Media Mix
Media Strategy
Combination of communication channels (TV, Online, Radio, Outdoor, Print) a company uses to achieve objectives.
Attribution Model
Analytics
Set of rules determining how credit (weight) is assigned to different channels (touchpoints) in a customer's conversion path.