Digital Marketing Metrics and Concepts Flashcards

A complete set of vocabulary flashcards covering marketing performance metrics, targeting, attribution, tracking mechanisms, and financial indicators based on the lecture notes.

Impressions

How many times your ad was shown.

Reach

How many unique people saw your ad.

Frequency

On average, how many times each person saw your ad, calculated as $\text{Frequency} = \text{Impressions} \div \text{Reach}$.

Clicks

The number of times people clicked your ad.

CTR (Click-Through Rate)

What percentage of people who saw the ad clicked it, calculated as $\text{CTR} = \frac{\text{Clicks}}{\text{Impressions}} \times 100$. A low CTR can indicate problems with the creative, messaging, offer, audience, or hook.

Link Clicks

Clicks specifically on a link taking someone somewhere.

CPC (Cost Per Click)

How much you are paying, on average, for each click, calculated as $\text{CPC} = \frac{\text{Ad Spend}}{\text{Clicks}}$.

CPM (Cost Per Mille)

How much it costs to show your ad $1,000$ times, calculated as $\text{CPM} = \frac{\text{Spend}}{\text{Impressions}} \times 1,000$. It is useful for understanding media buying costs and audience competition.

Landing Page Views

The number of people who actually loaded your landing page after clicking. Poor view numbers can indicate slow website loading, technical issues, or accidental/low-quality clicks.

Lead

Someone who has given you their information or expressed meaningful interest.

CPL (Cost Per Lead)

How much you are paying to acquire one lead, calculated as $\text{CPL} = \frac{\text{Ad Spend}}{\text{Number of Leads}}$.

Lead Conversion Rate

What percentage of visitors, clickers, or people entering your funnel become leads. Landing-page conversion rate tells you whether the page/offer convinces them.

CPA (Cost Per Acquisition)

How much it costs to acquire one customer or conversion; often campaign- or channel-specific.

CAC (Customer Acquisition Cost)

A broader business-level metric that can include all acquisition costs, not just advertising.

CVR (Conversion Rate)

What percentage of people take the desired action.

Revenue

Total money generated.

AOV (Average Order Value)

How much the average customer spends per transaction.

ROAS (Return on Ad Spend)

Measures the revenue efficiency of advertising, calculated as $\text{ROAS} = \frac{\text{Revenue}}{\text{Ad Spend}}$ (for example, generating PKR $3$ in revenue for every PKR $1$ spent on ads).

ROI (Return on Investment)

A metric broader than ROAS that evaluates overall profitability rather than simply revenue, calculated as $\text{ROI} = \frac{\text{Profit}}{\text{Investment}} \times 100$.

Ad Fatigue

A state where people have seen your ad too many times and stop responding; usually associated with rising frequency, falling CTR, and rising costs.

Creative

The actual advertising material, which includes Video, Image, Carousel, Copy, Headline, or Hook.

Hook

The first thing that grabs attention in an ad.

CTA (Call to Action)

What you want someone to do.

Audience

The people you are showing ads to.

Cold Audience

People who do not already know you.

Warm Audience

People who have interacted with your brand.

Retargeting

Showing ads to people who have already interacted with you.

Lookalike Audience

An audience formed when you give Meta a source audience (such as your existing customers) and Meta finds people who are similar to them.

Attribution

The determination of which marketing activity gets credit for a conversion.

Attribution Window

The period during which a platform can claim a conversion after an ad interaction.

Engaged-View Attribution

An attribution type especially relevant for video ads, occurring when someone watches or engages with your video without necessarily clicking it, and then later converts.

Meta Pixel

A piece of code on your website that helps Meta understand what visitors do, transferring data from Browser to Meta.

CAPI (Conversions API)

A method where data is sent server-to-server (Your server to Meta) rather than relying solely on the browser.

Event

An action that you tell the advertising platform about.

LTV (Lifetime Value)

How much money a customer is expected to generate over their entire relationship with your business.

MER (Marketing Efficiency Ratio)

A broader version of ROAS, calculated as $\text{MER} = \frac{\text{Total Revenue}}{\text{Total Marketing Spend}}$.