Every metric in the brief, defined plainly.

A to Z, in order of the brief.

Qualified lead

A lead that meets the criteria you set — form completed, budget or role confirmed, or a scoring threshold in your CRM. Insigra counts qualified leads, not raw form fills, wherever the source supports it.

Cost per lead (CPL)

Ad spend divided by leads for the period. Blended CPL is total spend across all channels divided by total leads.

Customer acquisition cost (CAC)

All acquisition spend (media, tools, people where you include them) divided by new customers won.

Return on ad spend (ROAS)

Revenue attributed to advertising divided by ad spend. 4.2× means $4.20 of revenue per $1 spent.

Click-through rate (CTR)

Clicks divided by impressions. A measure of how relevant the ad is to the audience it reached.

Cost per click (CPC)

Spend divided by clicks.

CPM

Cost per thousand impressions. Spend divided by impressions, multiplied by 1,000.

Conversion rate

Conversions divided by sessions (or clicks). Define the conversion — lead, order, signup — before comparing.

Creative frequency

Average number of times a person saw an ad in the period. Above roughly 3.5 for two consecutive weeks, cost per lead usually rises within two to three weeks.

Search impression share

The share of eligible Search auctions your ads appeared in. Low share on converting terms means demand you're not capturing.

Lead-to-opportunity rate

Leads that became a qualified opportunity in the CRM, divided by leads. The best single measure of lead quality.

Pipeline

The total value of open opportunities in the CRM, weighted or unweighted as you define it.

Average order value (AOV)

Revenue divided by orders.

Repeat purchase rate

Orders from returning customers divided by all orders. Separates growth from acquisition and growth from retention.

Cost per order

Ad spend divided by orders — the ecommerce equivalent of CPL.

Churn

Customers or revenue lost in the period, divided by customers or revenue at the start.

Retention

The inverse of churn: customers or revenue kept over the period.

Gross margin

Revenue minus cost of goods and delivery, as a percentage of revenue.

Weekly score

Insigra's 0–100 summary of the week across the metrics you track, compared with your own trailing eight weeks. A rising score means more metrics improved than worsened; it is a reading guide, not a target.

Illustrative projection

The expected effect of a recommended action, stated so it can be checked the following week. Labelled as illustrative until measured.