Glossary
The A to Z of marketing measurement terms, explained in plain language
Marketing measurement comes with its own vocabulary, and small differences in meaning lead to big differences in decisions.
Reported ROAS and incremental ROAS can point you to opposite channels. A lift test and a holdout sound alike but answer different questions. When your team, your agency and your finance partners use these terms the same way, you read results correctly, spot when a number is misleading, and make budget calls you can defend in front of leadership.
The Lifesight Glossary gives you a clear, practical explanation of every key measurement term, so you spend less time decoding reports and more time acting on them. Each entry walks you through:
- Definition: What the term means, in plain language
- Example: How it shows up in a real marketing scenario
- Why it matters: The decisions it helps you make
- What influences it: The factors that move the metric up or down
- How to improve it: Practical levers you can pull
- How it connects: Its relationship with other metrics, so you see the full picture rather than one number in isolation
To build a shared measurement language across your team, explore the full list of terms.
Explore the Lifesight Glossary
Updated 11 days ago