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.

A Marketing Qualified Lead (MQL) represents a prospect who has demonstrated sufficient engagement and intent to warrant sales attention, based on criteria established collaboratively between marketing and sales teams. Unlike raw leads or contacts, MQLs have crossed specific behavioural or demographic thresholds that indicate genuine interest in your solution. This metric serves as marketing's primary deliverable to sales and forms the backbone of most demand generation strategies, with teams typically setting targets for both MQL volume and quality measures such as MQL-to-SQL conversion rates.

The Return On Marketing Investment (ROMI) metric measures how much revenue a marketing campaign is generating compared to the cost of running that campaign. Effective marketers are driven to connect their time, energy and advertising spend with results that contribute to company growth. This KPI answers the question, “are we recouping the time and money we spent developing and executing our marketing campaigns?”

A Session, also known as a Website Visit, represents a group of user interactions with your website that occur within a given timeframe. Google Analytics defines a session as a period of continuous user engagement that begins when a user arrives on your site and ends when they leave or after 30 minutes of inactivity. Each session can contain multiple activities including page views, events, downloads, form submissions, and e-commerce transactions. Sessions are fundamental to understanding user behaviour patterns and website performance, as they capture the complete journey a user takes during a single visit to your site.

The Visitor to Lead Conversion Rate is the percentage of website visitors who take a desired action and become leads by providing their contact information. This is one of the most critical top-of-funnel conversion metrics, measuring your website's effectiveness at capturing prospect information and your ability to attract qualified traffic that's genuinely interested in your offering.