Most agencies throw acronyms at you to look complex. Here it is the opposite: every term in one sentence, with what it changes in your revenue and the mistake that costs you money. Search what you need or browse by category.
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ROI is the return on your entire marketing spend: revenue generated minus cost, divided by cost. It tells you, at month end, whether marketing became profit or just expense. A long stretch of negative ROI means you are paying to work.
ROAS is the revenue each real of ad spend generated. Spend R$1,000 and sell R$4,000, and your ROAS is 4. Unlike ROI, it looks only at media, without other costs. That is why a high ROAS with thin margins can still lose money.
Related terms: ROI CPA Average ticket
CAC is the cost to win one paying customer, adding ad spend, tools and team, divided by customers closed. Spend R$5,000 and close 10, and CAC is R$500. It only makes sense against the profit a customer leaves over time (margin LTV): CAC above that means losing money as you scale.
See Digital CoreCPL is the cost to generate one interested contact (a lead), not a sale. It is the first signal of whether a campaign is cheap or expensive at attracting people. Careful: low CPL with bad leads is a trap. What matters is the cost per lead that becomes a customer.
Related terms: CPA CAC Qualified lead
CPA is the cost of each action worth money to you: a sale, a closed quote, a booking. It is more honest than CPL because it measures the real outcome, not interest. Optimizing by CPA, not by click or lead, is what ties the ad to your cash.
Related terms: CPL ROAS Conversion rate
LTV is how much profit a customer leaves over the relationship: average ticket times purchases per year times years, applied to your margin. At a R$300 ticket, 4 purchases a year for 3 years at 40% margin, LTV is R$1,440. This number, not gross revenue, sets how much CAC you can afford.
Related terms: CAC Average ticket ROI
Average ticket is the mean value of each sale: total revenue divided by number of sales. Raising it (with bundles, upsell or bigger clients) grows profit without spending more on ads. It is one of the cheapest levers, because it moves what comes in, not what you pay to attract.
CPC is what you pay each time someone clicks your ad. Useful to compare creatives and audiences, but it is a middle metric: a click pays no bills. Low CPC with a weak page just burns money faster. Use it to diagnose, never to prove results alone.
Related terms: CPM CTR Conversion rate
CPM is the cost to show your ad a thousand times. It measures the price of appearing, not of selling. It rises when the audience is contested or when the creative fatigues and the algorithm charges more for delivery. It explains media cost, but says nothing about who bought.
CTR is the share of people who saw the ad and clicked. A high CTR usually means the creative and offer match the audience. It is a good gauge of the ad, but a click is not a sale: high CTR into a weak page only raises cost. It diagnoses the creative, not the result.
Related terms: CPC Conversion rate
Conversion rate is the share of people who did what you wanted: bought, filled the form, messaged on WhatsApp. It is where money stops leaking or keeps leaking. Often doubling page conversion beats doubling ad budget, and costs far less. It is the lever most people ignore.
Related terms: CPA Landing page Sales funnel
Paid traffic is bringing visitors to your business by paying for ad space on Google, Meta and other platforms, instead of waiting for them to show up. The upside is predictability: you open the tap and roughly know what comes in. It only turns into profit when every dollar chases who actually buys.
Related terms: Sales funnel CPA Remarketing
See Digital CoreA sales funnel is the path a person takes from stranger to customer: discover, consider, decide, buy. Each stage loses people, hence the funnel. Knowing where yours leaks (ad, page, follow-up or closing) shows exactly where you lose money and what to fix first.
Related terms: Conversion rate Qualified lead Paid traffic
A qualified lead is a contact with the profile, budget and timing to buy from you, not any curious person who left a number. Filling the funnel with loose leads feels like movement and does not become cash. The game is trading volume for quality: fewer leads, more people who actually close.
Related terms: Lead scoring CPL Sales funnel
Lead scoring is giving each lead a grade for how ready they seem to buy, based on profile and behavior. Your team then calls the most likely to close first, instead of burning hours on the curious. It turns a messy contact list into a priority queue that produces sales.
Related terms: Qualified lead Conversion rate
A landing page is a page built for a single goal: convert whoever came from the ad, with no menu and no escape route. Unlike the home, it has one promise and one button. Sending paid traffic to the home instead of a dedicated landing page is one of the most common ways to burn budget.
Related terms: Conversion rate Paid traffic
Remarketing is showing ads again to people who already visited your site or talked to you and did not buy. Since they know the brand, it is usually the cheapest and most profitable money in the account. Ignoring remarketing leaves on the table whoever was one nudge from closing.
Related terms: Pixel Lookalike audience Sales funnel
A lookalike audience is when the platform takes your best customers and finds people like them for you to advertise to. The better the source list (real buyers, not loose leads), the better the audience. It is one of the most efficient ways to scale without losing the quality of who arrives.
Related terms: Remarketing CAPI Qualified lead
A pixel is a snippet on your site that tells the ad platform (the Meta Pixel, the Google Ads tag and the like) what people did: viewed a product, started checkout, converted. Without it the algorithm optimizes blind. A well set pixel is what teaches the campaign to chase buyers.
Related terms: CAPI Attribution Conversion rate
CAPI is sending conversions straight from your server to the ad platform, without relying on the browser. With ad blockers and cookie limits, the pixel alone loses events; CAPI recovers that data. In practice it lowers cost per sale, because the campaign can once again see who actually bought.
Related terms: Pixel Attribution
Attribution is the rule that decides which ad or channel gets credit for a sale when the customer passed through several. Wrong attribution makes you cut what was selling and invest in what only showed up last. It is what separates data-based decisions from guesswork.
SEO is the set of techniques to make your site show up on Google without paying per click. It brings traffic that does not stop when you turn off the budget, but it takes time to mature. Paid traffic delivers now; SEO builds an asset that works for you later. The two hold each other up.
Related terms: GEO Paid traffic
GEO is optimizing to be cited in AI answers (ChatGPT, Gemini, Perplexity), not just Google links. When someone asks an AI who solves their problem, you want to be the answer. It rests on solid SEO and, above all, on brand presence beyond your own site.
Related terms: SEO
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