Marketing Analytics Glossary
The definitive dictionary for growth marketers, data scientists, and product managers.
Customer Journey
The complete series of interactions a customer has with a brand, from initial awareness to post-purchase loyalty.
Conversion Rate
The percentage of users who take a desired action (like buying a product or signing up for a demo).
Customer Acquisition Cost (CAC)
The total cost of acquiring a new customer, including all marketing and sales expenses.
Churn Rate
The percentage of service subscribers who discontinue their subscriptions within a given time period.
Cohort Analysis
A behavioral analytics subset that takes data from a given eCommerce platform, web application, or online game and breaks it into related groups for analysis.
Return on Investment (ROI)
A performance measure used to evaluate the efficiency or profitability of an investment.
Return on Ad Spend (ROAS)
A marketing metric that measures the efficacy of a digital advertising campaign.
Retention Rate
The percentage of customers who continue paying for a product over a given timeframe.