The digital acquisition glossary
The 20 concepts that keep coming up in acquisition management: what they measure, how they are calculated, and what they change in your decisions.
20 terms defined
- Affiliate marketing (affiliation) Affiliate marketing (or affiliation) is a performance-based acquisition model where a brand compensates external partners—affiliates—for generating…
- CAC CAC (Customer Acquisition Cost) is the average cost required to acquire a new customer.
- Consent Mode Consent Mode is a technical solution developed by Google that adapts the behavior of tracking tags (Google Ads, GA4, Floodlight) according to the…
- Conversion API (CAPI) The Conversion API (CAPI) refers to a tracking interface that transmits conversion events (purchases, leads, sign-ups) directly from the advertiser's…
- Conversion Pixel A conversion pixel is an invisible fragment of code placed on a web page, typically a purchase confirmation page or a form page, that triggers when a…
- Conversion Tracking Conversion tracking refers to the monitoring and recording of valuable actions performed by users on a website or application, such as a purchase,…
- COS The COS (Cost of Sale, or cost of sales) is an indicator that expresses the relationship between media spend on a channel and the revenue generated…
- CPO (cost per order) CPO (cost per order) is a marketing performance indicator that measures the budget invested to generate a single order.
- Cross-Channel Marketing Cross-channel marketing refers to an approach that coordinates marketing activities across multiple acquisition channels to deliver a consistent…
- Customer Journey The customer journey refers to all the stages and touchpoints an individual goes through, from discovering a brand to making a purchase and then…
- Incrementality Incrementality measures the true, additional impact of a marketing action on user behavior—such as a purchase, sign-up, or visit—by isolating what…
- Marketing Analytics Marketing analytics refers to the set of methods used to collect, measure, and interpret marketing data in order to evaluate the performance of…
- Marketing Attribution Marketing attribution is the method that consists of assigning the value of a conversion (sale, lead, registration) to the different touchpoints…
- Media Mix Modeling (MMM) Media Mix Modeling (MMM) is a statistical analysis method that measures the impact of each advertising channel on a brand's sales or conversions by…
- Multi-touch Attribution Multi-touch attribution is a marketing measurement method that distributes the value of a conversion across the different touchpoints that…
- Performance Marketing Performance marketing is a digital marketing approach in which investments are driven by measurable results, such as clicks, leads, sales, or any…
- Post-view Attribution Post-view attribution is a marketing attribution method that measures the influence of an ad impression on a conversion, even when no click occurred…
- ROAS ROAS (Return on Ad Spend) is a key performance metric that measures the effectiveness of a marketing campaign by calculating the gross revenue…
- ROI ROI (Return on Investment) is the universal marketing performance metric used to determine the true profitability of advertising investments by…
- Server-side tracking Server-side tracking is a data collection method that sends marketing events through a server rather than directly from the user’s browser.