A Lead is an individual who has shown an interest in your product or service. Leads do not have to be qualified, meaning there is no consideration yet of need, timeline, budget, or decision-making ability. The acquisition of Leads is generally categorized as either being inbound (considered warm) or outbound (considered cold).

The Lifetime Value to Cost of Acquisition (LTV/CAC) Ratio tells you if the theoretical lifetime revenue you get from a customer is higher or lower than the sales and marketing costs needed to acquire that customer.

Links Clicks is the count of the number of times your links in ad text, media, or call-to-action have been clicked. Links can lead to destinations within or outside the social media platform where your ad is published.

MQL (Marketing Qualified Lead) to SQL (Sales Qualified Lead) conversion rate is the percentage of MQLs that are converted to an SQL. An MQL is a lead that marketing believes meets the criteria of a qualified prospect, and an SQL is a lead that sales has independently qualified and believes meets the criteria of a qualified prospect.

A Marketing Qualified Lead (MQL) is a universal metric used by marketing teams to measure the quality of leads they generate and pass to sales. Most marketing teams have targets associated with MQLs that include number of MQLs and acceptance rate, for example, leads that go on to become Sales Accepted Leads.

Media Comments is the total count of comments made on your social media content. Comments count towards engagement with your posts and generally indicate an interest in your content.

Media Impressions is the count of the number of times your social media content, such as photos, videos, and stories, are viewed on screen.

Media Likes is the total count of likes you receive on multiple formats of media posted on your social media page. Media includes photo posts, video posts, reels, and more.

Media Saves is the count of the total number of times your content has been saved by users on social media. Social media platforms such as Instagram allow users to save posts to a private collection for easy access.

Net Promoter Score (NPS®) is a measure of a customer base's willingness to promote a product or service to colleagues and friends. It is based on the results of a current customer survey, which asks respondents to answer the following question: “how likely is it that you would recommend (brand or product X) to a friend or colleague?” Responses, with 10 being the highest, are grouped as follows: 10s and 9s are brand ‘Promoters’, 8s and 7s are ‘Neutrals’, and any responses below 7 are brand ‘Detractors’.

Online Shopper Conversion Rate informs business owners of the likelihood of a sale when a user visits their e-commerce store. This metric looks at the total number of sales divided by the count of the site's total visitors over a defined period.

Organic Search is the measure of visits to a website that come from naturally generated search engine results. These results are not influenced by any paid search activity and are driven purely by Search Engine Optimization (SEO) efforts.