Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
A/B testing
A/B testing is a controlled experimentation method used to compare two versions of a marketing asset to determine which performs better.
Attribution model
An attribution model defines how credit for conversions or revenue is assigned across marketing touchpoints.
Bounce rate
Bounce rate measures the percentage of website visitors who leave after viewing only one page. It’s a key indicator of landing page relevance.
Click-through rate (CTR)
Click-through rate (CTR) measures the percentage of people who click on a link, ad, or CTA compared to the number who viewed it.
Click-to-open rate (CTOR)
CTOR measures engagement quality within email marketing by dividing unique clicks by unique opens. It indicates how compelling email content is.
Closed-lost
Closed-lost denotes an opportunity that has been disqualified or not won after the sales process which can help to to improve future performance.
Closed-won
Closed-won represents opportunities that have successfully converted into paying customers.
Cohort analysis
Cohort analysis examines how groups of customers behave over time. It’s used to measure retention, engagement, or conversion trends across segments.
Conversion rate
Conversion rate measures the percentage of users who complete a desired action. It’s a primary KPI across all marketing channels.
Cost per acquisition (CPA)
Cost per acquisition (CPA) measures how much it costs to acquire a new customer, factoring in all marketing and sales expenses.
Customer satisfaction (CSAT)
Customer satisfaction (CSAT) measures customer happiness with a specific interaction, product, or service, typically via post-interaction surveys.
Engagement rate
Engagement rate measures how audiences interact with marketing assets, through clicks, comments, shares, or time spent.
Exit rate
Exit rate measures the percentage of visitors who leave a website from a specific page, regardless of how many other pages they viewed during their...
Gross revenue retention (GRR)
GRR measures the percentage of recurring revenue retained from existing customers, excluding upsells or expansions.
Impressions
Impressions represent the number of times an ad, email, or content asset is displayed to a user. They indicate visibility and reach across channels.
Incrementality testing
Incrementality testing measures the additional impact a marketing activity generates beyond what would have happened organically.
Key performance indicator (KPI)
A key performance indicator (KPI) is a quantifiable metric used to measure progress toward business objectives.
Marketing mix modelling (MMM)
Marketing mix modelling uses statistical analysis to quantify the impact of different marketing activities on business outcomes, often at a macro...
Multivariate testing
Multivariate testing compares multiple variables, like headline, image, and CTA combinations, to identify which mix performs best.
Net revenue retention (NRR)
Net revenue retention (NRR) measures how much recurring revenue a business retains and expands within its existing customer base over a defined...
Opportunity-to-win rate
The opportunity-to-win rate measures the percentage of sales opportunities that close successfully. It’s a key metric that reflects pipeline quality.
Return on investment (ROI)
Return on investment (ROI) evaluates the financial return generated from a specific activity relative to its cost.
U-shaped attribution
U-shaped attribution assigns credit primarily to the first-touch and lead-conversion touchpoints, with remaining credit distributed across middle...