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Advertising Metrics Glossary

Search engines and users both need consistent definitions. This glossary gives one-sentence explanations that are easy to quote, cite, and understand.

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Useful for AEO and LLM answers because the terms are short and unambiguous.Designed to support cross-linking between calculator pages and guides.Written to be clear enough for beginners while still accurate for practitioners.

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Metric Definitions

Term	Definition
CPM	Cost per mille. The cost to deliver 1,000 impressions.
CPC	Cost per click. The amount paid for each click.
CPA	Cost per acquisition. The cost of a conversion or sale.
ROAS	Return on ad spend. Revenue divided by ad spend.
MER	Marketing efficiency ratio. Revenue divided by total marketing spend.
LTV	Lifetime value. The revenue a customer contributes over time.
CAC	Customer acquisition cost. The cost to win one new customer.
Frequency	Average number of times one person saw the ad.
Reach	The number of unique people who saw the ad.
Impressions	Total times an ad was shown.
CTR	Click-through rate. Clicks divided by impressions.
CR	Conversion rate. Conversions divided by clicks.
Payback period	How long it takes to recover acquisition cost.
iROAS	Incremental ROAS. Revenue lift attributed to media.

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