Cost per Activated Lead measures the costs involved in generating one activated lead. An activated lead is a potential customer who demonstrates intention to purchase your product.

A crawl budget refers to the number of page bots from Google crawl and index on a website within a given timeframe. It affects how often and how many of your pages are indexed by Google. For example, if your website has a large number of pages but only a portion of them are indexed, it may indicate that your budget is being allocated inefficiently. This means that Googlebot is not spending enough time crawling and indexing important pages on your website, which could impact your search engine visibility. Another key aspect of this budget optimization is monitoring your website's log files to track how search engine bots are crawling your site. This data can provide valuable insights into crawl patterns, potential issues, and areas for improvement. When you understand and manage your crawl budget, you boost the chances of showing your content to your target audience.

Current assets reflect a company’s assets on the Balance Sheet or Statement of Financial Position and are easily liquidated or converted to cash within one year. Companies often use current assets in conjunction with current liabilities to calculate different liquidity ratios. Some common accounts that fall under current assets are cash and cash equivalents, accounts receivable, prepaid expenses, trade receivable, and many others depending on industry.

Current liabilities reflect a company’s short term debt on the Balance Sheet or Statement of Financial Position. This debt is short term and must be paid within a year. It's important for a company to identify current liabilities in order to understand their financial solvency, often this is done in conjunction with current assets. Some common accounts that fall under current liabilities are accounts payable, deferred revenue, interest payable, short-term debt, dividend payable, and many others depending on industry.

Current Ratio measures the ability of your organization to pay all of their financial obligations in the short term, which is generally one year. This ratio accounts for your current assets, such as accounts receivable, and your current liabilities, such as accounts payable, to help you understand the solvency of your business.

Customer Acquisition Cost (CAC) is the cost a business incurs to acquire a new customer. This includes the fully loaded costs associated with sales and marketing to attract a potential customer and to convince them to purchase, divided across all new customers.

CAC Ratio is a measure of sales and marketing efficiency.

Customer Concentration is the percentage of your revenue that comes from a single client.

Customer Conversion Rate is the percentage of contacts that convert to won customers

Customer Effort Score (CES) is a measure of how easy or difficult it is for customers to interact with your company, for example, to make a purchase, to access a free trial, to resolve a problem, to navigate your website, or to get something done in your product. It’s measured by surveying customers after a specific interaction, and asking them to rate how easy or difficult it was to do what they wanted to do. Examples of difficult or high-effort interactions are ones that add friction for customers, for example, making them repeat information, interact with multiple people or screens, or wade through generic content to find information relevant to them.

A Customer Health Score is a single, calculated number that reflects a customer’s health across multiple dimensions. By monitoring Customer Health Scores, you can detect early signals of increased friction or declining customer engagement. You can also identify highly engaged and loyal clients, who would make excellent advocates.

Customer Lifetime Value (LTV) represents the total net revenue a business can reasonably expect to generate from a single customer account throughout the entire duration of their relationship. This metric goes beyond simple transaction analysis by incorporating customer retention patterns, purchasing frequency, and profit margins to provide a comprehensive view of customer economic value. LTV serves as a cornerstone metric for strategic decision-making, enabling businesses to optimise acquisition spending, prioritise retention efforts, and identify high-value customer segments that drive sustainable growth.