Customer Acquistion Cost. Customer Acquisition Cost is the cost of winning a customer to purchase a product/service.
Customer Data Platform. A CDP is a marketing system that creates a unified customer database from multiple different data sources and makes it available to other systems. Unlike DMPs, CDPs tend to focus on 1st party data rather than 2nd or 3rd party data.
Customer Effort Score. Customer Effort Score (CES) is a type of customer satisfaction survey used to measure the ease of service experience with an organization. It asks customers to rate the ease of using products or services on a scale of “very difficult” or “very easy.”
A particular distribution method; In advertising, it’s the specific means being used to reach audiences such as TV, digital or print. Digital advertising includes channels such as display advertising, social media advertising, email and mobile in-app advertising.
The churn rate, also known as the rate of attrition or customer churn, is the rate at which customers stop doing business with an entity. It is most commonly expressed as the percentage of service subscribers who discontinue their subscriptions within a given time period.
Customer Lifetime Value.The measurement of how valuable a customer is to your company, not just on a purchase-by-purchase basis but across the whole relationship. Customer lifetime value is the total worth to a business of a customer over the whole period of their relationship.
Consent Management Platform. A CMP helps publishers collect and store user preferences and consent for the processing of their data.
Completion Rate is a video advertising metric represented as a percentage. It indicates the number of times that a video plays to the end.
Content recommendations suggest other articles or content a web user might also like to read often similar to the content on the web page they are visiting.
Contextual advertising is advertising placed on web pages where the content on those pages might be relevant to the product in the advertisement. For example car manufacturers advertising on car review web pages.
When a user completes the advertiser’s desired action. This could be a click, signing up for something, registering interest or actually buying a product.
A 1×1 image pixel placed on a web page (such as a thank-you page) which is triggered whenever a conversion occurs.
The percentage of people who ‘converted’ as a proportion of the total audience. 100 people see an advert and 2 people buy the product = a 2% conversion rate.
Monitoring how many conversions have occurred during any specific time period, and analyzing which ads led to the conversions.
Cookies are text files stored on a user’s browser which contain small pieces of data which make it easier for websites and other systems to identify specific users.
Text in an ad or text written to be delivered audibly. Best practice with ad copy is to stay away from advertising jargon.
Cost Per Acquisition. A payment model where the advertiser only pays when a customer has been ‘acquired’. Also a metric describing the average cost of acquiring a paying customer.
Cost Per Click. A payment model where advertisers only pay when a user clicks on an ad, regardless of the number of impressions. Also a metric the average cost it takes to get someone to click on an ad.
Cost Per Install. Payment model specific to mobile campaigns when advertisers only pay once the app has been installed. Also a metric describing the average cost it takes to get a customer to install an app.
Cost Per Lead. A payment model where advertisers only pay when a publisher generates a ‘lead’. regardless of the number of impressions. Also a metric for the average cost it takes to generate a new lead.
Cost Per Mille is an advertising term meaning the price of 1,000 impressions on a website.
Cost Per View is a payment model for video ads when the advertiser will only pay for video impressions when the impression is actually viewed.
Customer Satisfaction Score. CSAT is short for customer satisfaction score. It’s a commonly used metric that acts as a key performance indicator for customer service and product quality in all kinds of businesses. While customer satisfaction as an idea is a general one, CSAT is a more defined metric that’s expressed as a percentage.
Customer Relationship Management. Often refers to the software used to manage a business’ customer database like Salsforce or Hubspot.
Cross-device targeting allows advertisers to target audiences irrespective of the device the audience is using and maintain the desired sequence of ads.
Call to Action. The phrase or button in an ad which tells the audience what action the advertiser wants them to take next like ‘Click Here’, ‘Buy Now’ , ‘Register’.
Click-Through Rate is the measure of how many times users clicked on an ad or a link in display or email marketing campaigns.