AOV (Average Order Value)
Metrics
Average revenue per transaction — total revenue ÷ number of orders.
Read the full definitionPerformance Marketing Glossary
Core performance marketing metrics — ROAS, CPA, CTR, CVR, LTV:CAC, MER, AOV, CAC — with formulas, benchmarks, and the mistakes that quietly waste budget.
Full definitions
Total marketing + sales spend divided by new customers acquired.
Read the full definitionConversion Rate (CVR)
Metrics
% of clicks or sessions that complete the target action.
Read the full definitionCPA (Cost per Acquisition)
Metrics
Ad spend divided by conversions — the price of one action.
Read the full definitionCPC (Cost per Click)
Metrics
Ad spend divided by clicks — what one click into your site costs.
Read the full definitionCPL (Cost per Lead)
Metrics
Spend divided by leads captured — a top-of-funnel efficiency metric.
Read the full definitionCPM (Cost per Mille)
Metrics
Cost to serve 1,000 impressions — the auction's price signal.
Read the full definitionCTR (Click-Through Rate)
Metrics
Clicks ÷ impressions — measures how often your ad earns a click.
Read the full definitionFrequency
Metrics
Average number of times a person saw your ad in a window.
Read the full definitionImpressions
Metrics
Number of times your ad was rendered on a screen.
Read the full definitionTotal gross profit a customer generates across their relationship.
Read the full definitionLTV:CAC Ratio
Metrics
Lifetime value ÷ acquisition cost — the unit-economics gate for scaling.
Read the full definitionTotal revenue ÷ total ad spend — the blended, attribution-free ROAS.
Read the full definitionReach
Metrics
Number of unique users who saw your ad at least once.
Read the full definitionROAS (Return on Ad Spend)
Metrics
Revenue attributed to ads ÷ ad spend — the fastest efficiency read.
Read the full definitionROI (Return on Investment)
Metrics
Net profit from an investment as a % of the amount invested.
Read the full definitionQuick reference
CPV (Cost per View)
Metrics
YouTube/TikTok metric — cost per qualified video view.
Engagement Rate
Metrics
Interactions ÷ reach — how much of the audience actually reacted.
Retention Rate
Metrics
% of customers still active after a given time window.
SOV (Share of Voice)
Metrics
% of impressions your brand owns vs total category impressions.
Video View Rate (VTR)
Metrics
% of impressions that resulted in a qualified video view.
Understand the terms. Now measure them.
Free calculators for the core metrics — ROAS, CPM, LTV:CAC, MER, incrementality.