Incrementality
The gold standard of measurement that determines the true causal impact of marketing by filtering out organic behavior.
Basics
Conversion
The specific, trackable action taken by a user that fulfills a defined business objective.
Acquisition
The bottom-of-funnel objective focused on converting a qualified prospect into a paying customer.
Consideration
The mid-funnel stage where consumers actively evaluate a brand’s offering against competitors before making a purchase decision.
Awareness
The top-of-funnel objective focused on maximizing the visibility of a brand or message to a broad audience.
Target Audience
A distinct group of consumers identified as the intended recipients of a marketing message or campaign.