Acronyms

Explanation

CAC

Customer Acquisition Cost

CDP

Customer Data Platform

CLV

Customer Lifetime Value

CRM

Customer Relationship Management

CPP

Cost Per Purchase

AP

Ad Platform

FA

Fospha Attribution

Fospha Tag/Pixel

embedded code into the website that allows to collect information and behaviour about the visitor on the site

GA

Google Analytics

MCA

Multi Channel Attribution

MMM

Media Mix Modelling/Marketing Mix Modelling

PPC

Pay Per Click

ROAS

Return On Ad Spend

SFTP

Secure File Transfer Protocol

Acquisition Spend

any ad spend that is for the acquisition activity, usually in relation to campaign strategy of prospecting or re-targeting

Bounce Rate

percentage of visitors who enter the site and then leave

Customer Lifetime Value (CLV)

Customer Revenue/Year x Length of Customer relationship - Customer Acquisition Cost (CAC)

Customer Journey

the customer experience, controlled by their choices, their interactions with a brand or product.

Customer Lifecycle

a cyclical view of customer behaviour as it is driven by business actions - the ideal path a customer will take.

View-Through Channel

A marketing channel or ad network that has the capability (and defaults) to charge marketers based on impressions volume (CPM), rather than by the number of users who click on an ad (CPC). Typically, these channels are social media sites or display advertising.

Impressions-Led Channel

Refer ‘View-Through Channel’

Un-attributable Channel

A visit on a channel that does not contain a campaign, or any reportable UTM information to determine a medium. These are stored within the Fospha CDP as Direct or Natural Search (if the visit has come from a known search engine).

Paid Social

A marketing channel determined as ‘Paid Social’ in the utm medium or cost-feed medium, normally referring to paid ads from a social platform (e.g. Facebook, Instagram, Pinterest, Twitter)

Display

A marketing channel determined as ‘Display’ in the utm medium or cost-feed medium, normally referring to paid ads from a display ad network. (e.g. Google Ads Display)

Direct

Refer ‘Un-attributable Channel’

Natural Search

Refer ‘Un-attributable Channel’.

Also known as Organic Search - where results are returned based on the natural indexing of the Web site (through SEO), as opposed to those that are returned based on paid advertising and editorial changes made by the search engine itself.