Glossary

How much money went into advertising over the period — the number every efficiency calculation starts from, and the one that almost never matches what the bank took.

What one enquiry costs you — the most quoted number in ad reporting and the most dangerous one to read alone, because a cheap lead and a useful lead are rarely the same lead.

What you pay for a lead the sales team actually wants — and why it is the first number that tells you whether cheap traffic is cheap.

An enquiry from someone who left their contact details. The most common number in a marketing report and the most definition-dependent: two lead counts on the same data can differ twofold.

An enquiry that reached the stage you declared to be qualification — not a property of the person but a decision about your funnel, which is why the number is so easy to move without changing any marketing.

The funnel step you declared to be the main predictor of a sale — the earliest signal that is an action by the buyer rather than an opinion held by the seller.

The share of leads that survive qualification — and how to tell a real change from the noise of a small sample.

What share of qualified leads reaches the key event — the funnel step that measures how sales worked, not how good the traffic was.

What share of key events turns into a deal — the last multiplier of the funnel and the only one that measures closing rather than the path to it.

A deal that reached a won stage. The one number in a marketing report that coincides with money — and therefore the one every other number is calculated for.

What marketing gave back for every euro spent — and the four things that quietly change the number without anything changing in your marketing.

The money from closed deals that an attribution rule assigned to marketing — the numerator of half your metrics, and a number that almost never matches the one finance reports.

How a sale gets tied back to the marketing that caused it — a choice of model, not a measured fact, which is why the same revenue moves between channels when you change it.