Marketing Terms

Here you will find all the terms regarding Marketing.

A

AD_source

The advertising source where leads are generated (e.g., Facebook Ads, Google Search, Instagram Stories).

Adspend

The total amount of money spent on paid advertising.

B

BD_cost

Cost per booked demo call — the average amount spent to generate a single booked demo call.

Booked Demos

The number of demo calls scheduled.

Booked Sales Calls

The total number of sales calls that were scheduled.

BSC_cost

Cost per booked sales call — the average amount spent to generate a single booked sales call.

(%) Booked (D) to Live (D)

Percentage of demo calls that went from being booked to actually being held live.

Why is it important?

It helps you track conversion from booking to attendance, highlighting issues in qualification, nurturing, reminders, or scheduling.

How can you determine if this metric is healthy?

⚠️ This ratio depends heavily on the industry, the type of offer, and other factors. The best approach is to collect your own data and focus on improving based on your baseline metrics.

(%) Booked (D) to Qualified (D)

Percentage of booked demos that resulted in a qualified demo (excluding cancels and rescheduled calls)

Why is it important?

It shows how well your marketing and booking efforts are attracting the right prospects.

How can you determine if this metric is healthy?

⚠️ This ratio depends heavily on the industry, the type of offer, and other factors. The best approach is to collect your own data and focus on improving based on your baseline metrics.

(%) Booked (SC) to Live (SC)

Percentage of Sales Calls that went from being booked to actually being held live.

Why is it important?

It helps you track how effectively booked Sales Calls are turning into real conversations. A low rate may indicate problems with lead intent, confirmation processes, reminders, or calendar management.

How can you determine if this metric is healthy?

⚠️ This ratio depends heavily on the industry, offer type, and other factors. The best approach is to collect your own data and focus on improving based on your baseline metrics.

(%) Booked (SC) to Qualified (SC)

Percentage of booked sales calls that are marked qualified.

Why is it important?

It reflects how well your top-of-funnel efforts are attracting truly qualified prospects into deeper sales conversations.

How can you determine if this metric is healthy?

⚠️ This ratio depends heavily on the industry, the type of offer, and other factors. The best approach is to collect your data and focus on improving based on your baseline metrics.

C

CPA

Cost per Acquisition — A marketing metric that measures the aggregate cost to acquire one paying customer on a campaign or channel level.

How can you determine if this metric is healthy?

⚠️ This ratio depends heavily on the industry, the type of offer, and other factors. The best approach is to collect your own data and focus on improving based on your baseline metrics.

CPC

Cost per click — the amount paid each time someone clicks on your ad.

Why is it important?

It shows how efficiently your budget is turning into traffic and helps evaluate ad and targeting performance.

How can you determine if this metric is healthy?

The cost typically ranges between $1–$5, depending on the country. If targeting only the US, the cost may be on the higher end. For traffic from Spain, the cost usually falls within the mid-range.

CPL

Cost per lead — the average amount you spend to acquire one new lead.

Why is it important?

It helps evaluate whether your marketing is cost-effective and scalable in the long run.

How can you determine if this metric is healthy?

The cost typically ranges between $5–$40, depending on the context. For high-ticket B2B offers, expenses tend to be higher. For lower-ticket products, the cost typically ranges from $2.50 to $20.

CPM

Cost per thousand impressions — how much you pay for every 1,000 times your ad is displayed.

How can you determine if this metric is healthy?

⚠️ This ratio depends heavily on the industry, offer type, and other factors. The best approach is to collect your own data and focus on improving based on your baseline metrics.

(%) Click to Lead

Percentage of people who clicked on your ad and then became a lead by opting in or submitting a form.

Why is it important?

It demonstrates the effectiveness of your funnel in converting clicks into leads.

How can you determine if this metric is healthy?

⚠️ Benchmarks may vary by industry or offer, but these are solid general standards.

Great (what excellent performance looks like): >15%

Normal (acceptable, but room for improvement): 10% - 15%

Bad 🚩: <10%

(%) Convert _BSC

Percentage of booked sales calls that resulted in a closed deal.

Why is it important?

It provides a broader view of conversion performance across the entire scheduled pipeline.

How can you determine if this metric is healthy?

⚠️ Benchmarks may vary by industry or offer, but these are solid general standards. The conversion rate may vary depending on the source, and if it comes from ads, the conversion rate may be lower. It varies, and mostly depends on the source

Great (what excellent performance looks like): >20%

Normal (acceptable, but room for improvement): 10–20%

Bad 🚩: <10%

(%) Convert _Lead

Percentage of all new leads that eventually converted into paying clients.

How can you determine if this metric is healthy?

⚠️ This ratio depends heavily on the industry, offer type, and other factors. The best approach is to collect your own data and focus on improving based on your baseline metrics.

(%) Convert _LSC

The percentage of live Sales Calls that result in a closed deal.

Why is it important?

It directly measures the closing performance of your team, specifically, how effectively your closers convert real-time conversations into paying customers. This metric is crucial for evaluating both sales skills and the quality of leads.

How can you determine if this metric is healthy?

For cold traffic, you should aim for at least a 20% closing rate on live Sales Calls to maintain ad spend profitability.

(%) Convert _QSC

The percentage of qualified Sales Calls that resulted in a closed sale.

Why is it important? This metric measures your ability to close high-quality opportunities. It helps identify potential issues in your closing process, even when speaking with leads who are a strong fit.

How can you determine if this metric is healthy? The benchmark can vary depending on the traffic source and lead quality, but here are solid general standards:

Great: >30%

Normal: 20% – 29%

Bad 🚩: <20%

(%) CTR

Click-through rate — the percentage of people who saw your ad and clicked on it.

Why is it important?

It reflects the relevance and effectiveness of your ad creative and messaging.

How can you determine if this metric is healthy?

⚠️ Benchmarks may vary by industry or offer, but these are solid general standards.

Great (what excellent performance looks like): >2%

Normal (acceptable, but room for improvement): 1% - 2%

Bad 🚩: <1%

D

Date

The specific day when a key action or event occurred.

Deals Closed

The total number of sales successfully realized.

Booked Demos

The Booked Demo Calls are initial qualification conversations with leads.

I

ID

A unique identifier automatically generated to distinguish a specific record, entry, or event within the system.

Impressions

The total number of times your ad was shown to users, regardless of whether it was clicked.

L

LD_cost

Cost per live demo — the average cost to acquire one demo that was held live.

Why is it important?

It focuses on real, active pipeline generation and helps you understand the actual cost of a live demo call.

How can you determine if this metric is healthy?

⚠️ This ratio depends heavily on the industry, offer type, and other factors. The best approach is to collect your own data and focus on improving based on your baseline metrics.

Live Demos

Demo Calls that were held live.

Live Sales Calls

Sales Calls that were held live.

LSC_cost

Cost per live sales call — the average cost to acquire one sales call that was held live.

Why is it important?

It focuses on real, active pipeline generation and helps you understand the actual cost of meaningful conversations.

How can you determine if this metric is healthy?

⚠️ This ratio depends heavily on the industry, offer type, and other factors. The best approach is to collect your own data and focus on improving based on your baseline metrics.

(%) Lead to Booked (D)

Percentage of leads acquired that resulted in a booked demo call.

Why is it important?

It shows the effectiveness of your marketing efforts in converting leads to booked calls.

How can you determine if this metric is healthy?

⚠️ Benchmarks may vary by industry or offer, but these are solid general standards.

Great (what excellent performance looks like): >15%

Normal (acceptable, but room for improvement): 5% - 15%

Bad 🚩: <5%

(%) Lead to Booked (SC)

Percentage of total leads generated that eventually book a sales call.

Why is it important?

It measures how well your funnel nurtures and converts leads into high-intent buying conversations.

How can you determine if this metric is healthy?

⚠️ This ratio depends heavily on the industry, offer type, and other factors. The best approach is to collect your own data and focus on improving based on your baseline metrics, and understand that the conversion rate will vary depending on the set source that generated the Sales call

(%) Live (D) to (SC)

The percentage of all live demo calls that result in a Sales Call being successfully booked.

Why is it important?

This metric provides a comprehensive view of how effectively your demo calls are converting into Sales Calls. It reflects both your qualification process and the skill of your team to move conversations forward, even with a mixed lead pool.

How can you determine if this metric is healthy?

⚠️ This ratio depends heavily on the industry, offer type, and other factors. The best approach is to collect your own data and focus on improving based on your baseline metrics, and understand that the conversion rate will vary depending on the set source that generated the Sales call.

N

Net Revenue

The total revenue received by the business after subtracting processing fees, transaction costs, and any other applicable deductions.

New Unique Leads

The total number of new, non-duplicate leads generated from your campaign.

NR / BSC

Net Revenue generated per booked sales call.

NR / Lead

The average Net Revenue generated per lead acquired.

NR / LSC

Net Revenue generated per live sales call.

NR / QSC

Net Revenue generated per qualified sales call.

Q

QD_cost

The average amount spent to generate a qualified demo call.

QSC_cost

The average amount spent to generate a Qualified Sales Call.

Qualified Demos

All Demo Calls, excluding cancellations and reschedules.

Qualified Sales Calls

All Sales Calls, excluding cancellations and reschedules.

R

ROAS

Return on Ad Spend — the ratio of revenue generated for every dollar spent on advertising.

Why is it important?

It’s a core performance metric for evaluating the effectiveness of paid campaigns and determining overall marketing profitability.

How can you determine if this metric is healthy?

⚠️ Benchmarks may vary by industry or offer, but these are solid general standards.

Great (what excellent performance looks like): >5x

Normal (acceptable, but room for improvement): 2x-5x

Bad 🚩: < 2x

S

Sales Calls

Sales Calls that have been scheduled.

(%) Show Rate (D)

Percentage of booked qualified demo calls where the lead attended the call.

Why is it important?

The show rate has a direct impact on the number of sales conversations you can have. A low show rate means missed opportunities, wasted time, and fewer chances to close deals. Since the show rate is closely tied to your close rate and ultimately your net revenue, it’s a key metric to monitor. Poor performance here can be a clear signal that something is blocking results, whether it's lead quality, reminder systems, or offer clarity.

How can you determine if this metric is healthy?

⚠️ Benchmarks may vary by industry or offer, but these are solid general standards.

Great (what excellent performance looks like): >80%

Normal (acceptable, but room for improvement): 65% - 80%

Bad 🚩: <65%

(%) Show Rate (SC)

Percentage of qualified Sales Calls where the lead shows up to the call.

Why is it important?

Show rate directly affects your ability to close deals. A low show rate means fewer qualified conversations, lost opportunities, and reduced revenue potential. Since Sales Calls are the final step before closing, this metric is crucial to monitor and optimize. A poor rate can signal deeper issues in lead quality, confirmation processes, or offer alignment.

How can you determine if this metric is healthy?

⚠️ Benchmarks may vary by industry or offer, but these are solid general standards.

Great (what excellent performance looks like): >80%

Normal (acceptable, but room for improvement): 65% - 80%

Bad 🚩: <65%

🔁If the scheduled call originated from a demo call, standards should be higher.

Here are the benchmarks to follow:

Great (what excellent performance looks like): >85%

Normal (acceptable, but room for improvement): 70% - 85%

Bad 🚩: <70%

U

Unique Outbound Clicks

The number of distinct users who clicked on your ad link and were taken to your landing page or destination URL.

It shows the actual traffic driven by your ad to your funnel and serves as a more accurate indicator than total clicks, which may include duplicate interactions from the same user.

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