The Lifetime Value to Cost of Acquisition (LTV/CAC) Ratio tells you if the theoretical lifetime revenue you get from a customer is higher or lower than the sales and marketing costs needed to acquire that customer.

Links Clicks is the count of the number of times your links in ad text, media, or call-to-action have been clicked. Links can lead to destinations within or outside the social media platform where your ad is published.

MQL (Marketing Qualified Lead) to SQL (Sales Qualified Lead) conversion rate is the percentage of MQLs that are converted to an SQL. An MQL is a lead that marketing believes meets the criteria of a qualified prospect, and an SQL is a lead that sales has independently qualified and believes meets the criteria of a qualified prospect.

A Marketing Qualified Lead (MQL) represents a prospect who has demonstrated sufficient engagement and intent to warrant sales attention, based on criteria established collaboratively between marketing and sales teams. Unlike raw leads or contacts, MQLs have crossed specific behavioural or demographic thresholds that indicate genuine interest in your solution. This metric serves as marketing's primary deliverable to sales and forms the backbone of most demand generation strategies, with teams typically setting targets for both MQL volume and quality measures such as MQL-to-SQL conversion rates.

Media Comments is the total count of comments made on your social media content. Comments count towards engagement with your posts and generally indicate an interest in your content.

Media Impressions is the count of the number of times your social media content, such as photos, videos, and stories, are viewed on screen.

Media Likes is the total count of likes you receive on multiple formats of media posted on your social media page. Media includes photo posts, video posts, reels, and more.

Media Saves is the count of the total number of times your content has been saved by users on social media. Social media platforms such as Instagram allow users to save posts to a private collection for easy access.

Net Promoter Score (NPS®) is a measure of a customer base's willingness to promote a product or service to colleagues and friends. It is based on the results of a current customer survey, which asks respondents to answer the following question: “how likely is it that you would recommend (brand or product X) to a friend or colleague?” Responses, with 10 being the highest, are grouped as follows: 10s and 9s are brand ‘Promoters’, 8s and 7s are ‘Neutrals’, and any responses below 7 are brand ‘Detractors’.

Online Shopper Conversion Rate informs business owners of the likelihood of a sale when a user visits their e-commerce store. This metric looks at the total number of sales divided by the count of the site's total visitors over a defined period.

Organic Search is the measure of visits to a website that come from naturally generated search engine results. These results are not influenced by any paid search activity and are driven purely by Search Engine Optimization (SEO) efforts.

Facebook users use Page Check-Ins to announce when and how they interact with a business which can include visiting the premises, using a product, or attending a promotional event. This action is then displayed to other Facebook users in the attendee’s network, effectively creating increased brand awareness.