Terms you hear everywhere, explained simply
No textbook definitions. Each entry has a short explanation and links to related pages.
API
application programming interfaceAn API is how two applications exchange data automatically, without someone copying information by hand.
CAC
customer acquisition costCAC (customer acquisition cost) is what you spend to win one new customer. Divide marketing and sales costs by the number of new customers.
Conversion rate
conversionConversion rate is the share of people who take the next step: for example, how many leads become customers. Divide those who completed the step by those who started.
CPL
cost per leadCPL (cost per lead) is what you pay on average for each inquiry. Divide ad spend by the number of leads.
CRM
Customer Relationship ManagementA CRM is software where you track people who might buy from you and every conversation: where they came from, who called, and what stage they are in.
Deal
sales opportunityA deal is a concrete possible sale with a lead: it has value, a funnel stage, an owner, and ends won or lost.
ERP
Enterprise Resource PlanningAn ERP is software that puts day-to-day business work in one place: clients, appointments, invoices, stock, team, and documents.
Funnel
sales funnelA funnel is the stages a lead passes through until they become a customer, for example: new, contacted, meeting, proposal sent, contract signed.
Lead
inquiry, contactA lead is someone who showed interest in what you sell (form, call, message) but has not bought yet.
NPS
Net Promoter ScoreNPS (Net Promoter Score) measures how likely customers are to recommend you. Ask "How likely are you to recommend us?" (0-10); score = % promoters minus % detractors.
ROAS
return on ad spendROAS (return on ad spend) is revenue you earn per unit spent on ads. Divide revenue attributed to ads by ad spend.
UTM
UTM parametersUTM tags are labels on a link (utm_source, utm_medium, utm_campaign) that later tell you where each visitor or customer came from.
Webhook
automated notification between appsA webhook is a message one app sends to another when something happens: for example when a deal is won or an invoice is validated.
Prefer a conversation?
We explain things in plain language on a call: and set up a free 7-day demo if you want to see the product.