CTR (Click Through Rate)
How many users that saw your ad (impressions) have clicked on it too and visited your website or landing page. The Click Through Rate is calculated as Clicks / Impressions
Cable Networks
Group of television outlets linked by cable or microwave that transmit identical programs simultaneously, or the company that produces programs for them. Cable networks include companies such as: the Discovery Channel, ESPN, C-span, etc.
CRM (Client Relationship Management)
Software for managing all the relationships and interactions with the customers, leads, and prospects of your business. A CRM is often used by multiple departments of a company such as sales and account management. Popular examples of a CRM include Salesforce, HubSpot CRM, and Zoho CRM
Conversion Lift
A measurement approach that estimates the incremental conversions caused by an advertising campaign compared to what would have happened without the campaign. Conversion lift is useful for evaluating TV, CTV, paid social, and omnichannel media impact beyond platform-reported attribution.
Conversion Rate
The average number of conversions per ad interaction, shown as a percentage. Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same time period. Tracking conversion rates is a way of measuring how successful […]
Customer Acquisition Cost (CAC)
The total cost to acquire a new customer, often calculated by dividing marketing and sales investment by the number of new customers acquired. CAC helps growth and performance marketers determine whether TV, CTV, and omnichannel media are scaling profitably.
Cost Per Lead (CPL)
The average media cost required to generate one qualified lead. CPL is commonly used by performance marketers in lead generation campaigns across TV, CTV, paid search, paid social, and other digital channels.
Cost Per Acquisition (CPA)
The average media cost required to drive a conversion, lead, sale, or other defined acquisition event. CPA is a core performance marketing metric used to evaluate campaign efficiency across TV, CTV, search, social, and digital media.
Clearance
A term used by media buyers to indicate what portion of their media order in any day, week, or campaign actually aired/“cleared”. If a media buyer requests $10,000 of short-form media be telecast in a week, but only $5,000 airs, the clearance was 50%
CIA (Cash in Advance)
Money paid in advance of airtime to a station if credit has not been established. Cash in advance is always required by stations for infomercial buys. Cash in advance may also be required by the agency and held in escrow if the client has not established credit with the agency