The Vazante blog
Glossary
Attribution window: 1, 7 or 28 days and what changes
An attribution window sets how long after the click a conversion still counts. What changes between 1, 7 and 28 days, and which one fits your sales cycle.
GlossaryContribution margin: the number that sets your CPA ceiling
Contribution margin tells you how much of each sale can pay for ads. How to calculate it and how it sets the maximum cost per acquisition you can afford.
GlossaryCost per result: the column Meta shows by default
Cost per result depends on the result you configured. What it measures, why its meaning changes between campaigns, and when you cannot compare it.
GlossaryHold rate: how many people stay to the end of the video
Hold rate shows how many of the people who started your video watched it through. The formula, what a fair number is, and how it connects to hook rate.
GlossaryHook rate: how many people stop in your first second
Hook rate measures how many viewers stayed through the first 3 seconds of your video. The formula, what counts as acceptable, and what to do when it falls.
GlossaryLast-click attribution: the model most people use by accident
Last click gives the whole sale to the final ad. What it hides, when it still works fine, and what to fix before switching to another model.
GlossaryMQL vs SQL: where marketing hands off and sales takes over
MQL and SQL separate the lead marketing qualifies from the one sales accepts. The criteria for each and how the gap between them fixes your campaigns.
GlossaryReach or impressions: the difference that changes the report
Reach counts people, impressions count deliveries. How dividing one by the other gives frequency, and why swapping them inflates every report you send.
GlossarySales funnel: the stages and the metric each one owns
The sales funnel in paid media: what to measure at the top, middle and bottom, and why each stage needs its own metric to avoid a misleading report.
GlossaryShare of voice: how much of the market sees you
Share of voice measures the slice of available impressions you won. How to read Google's impression share and what the practical equivalent is in Meta Ads.
GlossaryAverage order value: what it is and why it sets your max CPA
AOV is what each sale leaves you. The formula, why it decides how much you can pay per sale, and how to raise it without touching media budget.
GlossaryCAC: what it is, the formula, and how it differs from CPA
Customer acquisition cost counts everything it took to win a customer. The formula, which costs to include, and how to tell whether yours is healthy.
GlossaryConversion rate: what it is, the formula, and how to improve it
Conversion rate tells you what share of visitors did what you wanted. The formula, what actually moves it, and why comparing across channels misleads.
GlossaryCPA: what it is, the formula, and how it differs from CPL
What CPA means in paid ads, the formula, why one campaign has several CPAs at once, and why you should never average CPA across campaigns.
GlossaryCPC: what it is, the formula, and how to read cost per click
What CPC means, the formula, why link clicks and all clicks give different numbers, and how to judge cost per click against your CPL.
GlossaryImpressions: what they are and what the number tells you
What impressions mean in Meta Ads, why they count deliveries and not people, and how to read rising impressions with flat results as saturation.
GlossaryReach: what it is and how it differs from impressions
What reach means in Meta Ads, how it differs from impressions, why reach never adds up across campaigns, and what actually moves the number.
GlossaryThruPlay: what it is and when to use it as your objective
What counts as a ThruPlay in Meta Ads, how to calculate cost per ThruPlay, when a video objective makes sense, and why cheap plays are not results.
GlossaryCPL: what it is and how to judge your cost per lead
Learn what CPL means, how to calculate cost per lead, and how sales conversion and contribution margin change what counts as an affordable contact.
GlossaryCPM: what it is and how to read cost per thousand impressions
Understand CPM, calculate the cost of a thousand ad impressions, and learn when a higher delivery cost matters for lead generation and sales.
GlossaryCTR: what it is and how to evaluate click-through rate
Learn what CTR measures, how to calculate click-through rate, and how to compare ad response without confusing attention with business results.
GlossaryAd frequency in Meta Ads: what it is and when to investigate
Learn how ad frequency works in Meta Ads, why the reporting window matters, and how to investigate repeated exposure without a universal cutoff.
GlossaryROAS: what it is and how to judge return on ad spend
Understand ROAS, calculate revenue per advertising dollar, and see how margins, attribution overlap and returns affect the result you report.