Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
Average contract value (ACV)
Average contract value (ACV) represents the average annualised revenue generated per customer contract.
Customer acquisition cost (CAC)
Customer acquisition cost (CAC) calculates the total expense required to acquire a new customer, including media spend, technology, and labour.
Customer lifetime value (CLV)
Customer lifetime value (CLV) estimates the total revenue a business expects to earn from a customer over the duration of their relationship.
Dashboard
A dashboard is a visual interface that consolidates key metrics and data from multiple sources into a single, digestible view.
First-touch attribution
First-touch attribution gives full conversion credit to the first marketing interaction that brought a contact or account into the funnel.
Historic customer lifetime value (CLV)
Historic customer lifetime value (CLV) measures the total revenue a customer has generated to date.
Key performance indicator (KPI)
A key performance indicator (KPI) is a quantifiable metric used to measure progress toward business objectives.
Last-touch attribution
Last-touch attribution assigns full conversion credit to the final marketing interaction before a lead converts.
Metrics
Metrics are the quantitative data points used to measure how campaigns, channels, and tactics perform.
Multi-touch attribution (MTA)
Multi-touch attribution (MTA) assigns proportional credit for a conversion across all marketing touchpoints.
Organic
Organic refers to traffic, engagement, or visibility earned without direct paid promotion. Organic interactions provide a strong indicator of brand...
Pipeline influence
Pipeline influence measures how marketing activities contribute to opportunities that may not originate from a marketing-led source.
Predictive analytics
Predictive analytics applies historical data and statistical models to forecast future outcomes, such as the likelihood of lead conversion or...
Predictive customer lifetime value (pCLV)
Predictive customer lifetime value uses data modelling to estimate the future revenue potential of a customer based on their behaviour and purchase...
Predictive lead scoring
Predictive lead scoring uses AI and machine learning to calculate a lead’s likelihood to convert based on historical and behavioural data.
Scroll depth
Scroll depth measures how far a visitor scrolls down a webpage, revealing content engagement beyond clicks.
Time on page
Time on page measures how long a visitor stays on a specific webpage before navigating elsewhere or exiting the site.
U-shaped attribution
U-shaped attribution assigns credit primarily to the first-touch and lead-conversion touchpoints, with remaining credit distributed across middle...
UTM parameters
UTM parameters are tracking tags appended to URLs to measure campaign and channel performance in analytics platforms.
View-through conversion (VTC)
A view-through conversion occurs when a user sees an ad but does not click, yet later completes a conversion action.
W-shaped attribution
W-shaped attribution assigns significant credit to first touch, lead creation, and opportunity creation touchpoints, distributing the remainder...