Plain language.

No jargon.

Attribution

How you assign revenue to the touchpoint that produced it. Last-click is the lazy default. Multi-touch is the operator default.

CAC

Customer Acquisition Cost — total marketing + sales spend divided by new customers. The number that decides if growth is profitable.

Conversion rate

Visitors who took the action you wanted, divided by total visitors. A 1% homepage isn't broken — but it's leaving 5% of growth on the table.

Funnel

The stages from first touch to closed deal. Every funnel leaks somewhere — diagnostics find where.

Lead score

A HOT/WARM/COLD rating produced by a model reading budget, intent, fit. Routes the hot ones to a human in seconds.

LTV

Lifetime Value — total revenue from a customer across all years. The ratio LTV ÷ CAC is the single best growth-health number.

MRR

Monthly Recurring Revenue — what subscribers pay you this month, every month. The currency of SaaS.

Performance Max

Google's AI-driven campaign type — a single budget across Search, YouTube, Display, Gmail, Discover. Powerful for retailers, dangerous for B2B.

ROAS

Return On Ad Spend — revenue from ads divided by ad spend. 3–5× is a healthy target for most channels. Below 2× usually means audience, not creative.

SDR

Sales Development Representative — the human who qualifies inbound leads. The role AI voice agents replace at scale.

Speed-to-lead

Minutes between a lead form submission and your first reply. Under 5 minutes triples close rate; over an hour halves it.