Metric notes
What is click-through rate (CTR)?
Understand CTR, calculate it from clicks and impressions, and compare it within a meaningful audience.
Metric note · 2 min read
14 FOCUSED RESOURCES
Know what the number means.
Plain-language marketing metric definitions, worked examples and the mistakes that change their meaning.
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Metric notes
14 resources
Metric notes
What is cost per click (CPC)?
Calculate average click cost and understand why a cheaper click is not automatically a better result.
Metric note · 2 min read
Metric notes
What is CPM in advertising?
Read cost per thousand impressions with the exposure definition and campaign purpose kept visible.
Metric note · 2 min read
Metric notes
What is cost per acquisition (CPA)?
Define the acquisition action before interpreting spend per conversion or acquired customer.
Metric note · 2 min read
Metric notes
What is return on ad spend (ROAS)?
Understand reported conversion value per ad spend and the business questions it does not answer.
Metric note · 2 min read
Metric notes
What is conversion rate?
Choose the outcome and denominator that make a conversion-rate calculation meaningful.
Metric note · 2 min read
Metric notes
What is GA4 engagement rate?
Read the share of engaged sessions without treating it as a direct satisfaction score.
Metric note · 2 min read
Metric notes
What is GA4 bounce rate?
Understand the complement of engagement rate and avoid confusing it with older analytics definitions.
Metric note · 2 min read
Metric notes
What does average position mean in Search Console?
Use reported search position as contextual evidence instead of a fixed universal rank.
Metric note · 2 min read
Metric notes
What is a marketing impression?
Keep search and advertising impression definitions separate when reading visibility reports.
Metric note · 2 min read
Metric notes
What is reach in advertising reports?
Interpret unique exposure within a reporting scope and avoid adding overlapping reach counts.
Metric note · 2 min read
Metric notes
What is ad frequency?
Read average repeated exposure with reach, impressions and campaign context.
Metric note · 2 min read
Metric notes
What is marketing attribution?
Understand how reporting rules assign credit and why attributed outcomes are not automatically incremental outcomes.
Metric note · 2 min read
Metric notes
What is a canonical URL?
Understand a preferred content URL and its role in duplicate-page signals and reporting.
Metric note · 2 min read
No matching resources.
Try a shorter phrase, a metric such as CTR, or a provider name.
Useful evidence.
Honest limits.
A metric needs a numerator, denominator, reporting period and source. Record those alongside the result. The examples in these notes are invented to explain the calculation; they are not industry benchmarks or Liftaven customer results.
Examples are illustrative. Provider documentation is linked for the underlying reporting definitions. Use the reporting quality checklist before sharing a conclusion.
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