All terms

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Incrementality

The gold standard of measurement that determines the true causal impact of marketing by filtering out organic behavior.

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.