Amazon Brand Registry
Amazon's brand-protection and brand-tools programme, free with a registered trademark. It unlocks A+...
Amazon Buy Box
The 'Add to Cart' box on an Amazon listing. When multiple sellers offer the same product, the Buy Box...
Attribution
The attempt to assign credit for a sale to the marketing touchpoints that drove it. Attribution is...
Average Order Value AOV
The average dollar value of a single order: total revenue divided by number of orders. AOV is one of the...
Beachhead Market
The smallest viable market you can dominate first, before expanding out. A beachhead works best when it...
Black Friday Cyber Monday BFCM
BFCM stands for Black Friday Cyber Monday - the peak retail weekend from Black Friday through Cyber...
Break-Even ROAS
The return on ad spend at which an ad neither makes nor loses money: 1 divided by your contribution...
Cart Abandonment Rate
The percentage of shoppers who add to cart but never complete checkout. It is the most concentrated leak...
Cash Conversion Cycle CCC
How long your cash is locked up between paying for inventory and getting paid for the resulting sale...
Cash Runway
How long you can operate before the bank account hits zero: cash on hand divided by monthly burn. For a...
Churn Rate
The percentage of subscribers who cancel in a given period, usually monthly. Churn decides whether a...
Click-Through Rate CTR
Clicks divided by impressions - the share of people who saw your ad and acted. CTR tells you whether the...
Cohort Analysis
Grouping customers by when they first bought, then tracking how each group behaves over time, repeat...
Contribution Margin CM
What is left from a sale after every variable cost: COGS, shipping, payment fees, fulfilment, and the...
Conversion Rate CVR
The percentage of visitors who buy. Conversion rate is the multiplier on every dollar of traffic you pay...
Conversion Rate Optimisation CRO
The discipline of lifting the percentage of visitors who buy, by improving the store rather than the...
Conversions API CAPI
A server-side connection that sends conversion events to ad platforms (most commonly Meta) directly from...
Cost Per Click CPC
What you pay each time someone clicks your ad. CPC is where the cost of traffic becomes visible, but it...
Cost Per Mille CPM
What you pay per 1,000 impressions - the price of attention in the ad auction. You do not set your CPM...
Creator Whitelisting
Running paid ads through a creator's own handle, with their permission, via Meta's partnership ads or...
Customer Acquisition Cost CAC
The total cost to acquire one paying customer: all sales and marketing spend over a period, divided by...
Customer Satisfaction Score CSAT
A direct measure of how satisfied customers are with a specific interaction, usually a post-support...
Days Inventory Outstanding DIO
How long stock sits before it sells, counted from the day inventory lands in your warehouse to the day a...
Delivered Duty Paid DDP
A cross-border shipping model where you, the merchant, pay all duties and taxes so the customer sees one...
Due Diligence DD
The buyer's forensic verification of everything you claimed, run during the 60-90 day exclusivity period...
Earnout
A portion of the sale price paid later, contingent on the business hitting targets after close ...
EBITDA
Earnings before interest, tax, depreciation and amortisation - the closest thing to the operating truth...
EBITDA Multiple
The number a buyer multiplies your adjusted EBITDA by to arrive at enterprise value - the standard...
Email Deliverability
Whether your emails land in the inbox or the spam folder - the gate every other email metric sits...
Email Flows
Automated email and SMS sequences triggered by customer behaviour - welcome, abandoned cart, popup...
First Response Time FRT
How long a customer waits for the first reply after contacting support, measured per channel. First...
Founder Vesting
The mechanism that makes founder equity contingent on staying: shares are earned over time rather than...
Fulfilment by Amazon FBA
Amazon's fulfilment service: you send inventory to Amazon's warehouses and they store, pick, pack, ship...
Gift With Purchase GWP
A promotional offer where customers who clear a spend threshold get a bonus product free. GWP is one of...
Gross Margin GM
Revenue minus the direct cost of goods sold, as a percentage of revenue. Gross margin sets the ceiling...
Hold Rate
Fifteen-second views divided by three-second views - of the people your hook stopped, how many the body...
Hook Rate
Three-second video views divided by impressions - the share of people your opening stopped mid-scroll...
Incrementality
What a channel actually adds versus what would have happened if you had spent nothing. Every attribution...
Inventory Turnover
How many times per year you sell through and replace your stock: annual COGS divided by average...
Jobs-to-be-Done JTBD
A research lens that asks what job a customer hired your product to do, rather than what they think of...
Keystone Pricing
The standard wholesale convention: you sell to the retailer at 50% of the retail price, and they double...
Landed Cost
What one unit actually costs you sitting in your warehouse, ready to ship: the FOB (factory) price plus...
Lifetime Value LTV
The total contribution margin a customer generates across their whole relationship with you, not their...
LTV:CAC Ratio LTV:CAC
Contribution LTV over a stated window divided by nCAC - the playbook's Gate 3, the value screen on...
Marketing Efficiency Ratio MER
Total revenue divided by total marketing spend across every channel. MER (sometimes called blended ROAS)...
Media Mix Modelling MMM
A statistical model that relates your historical spend by channel to your revenue, estimating each...
Minimum Order Quantity MOQ
The smallest production run a factory will accept for an order. MOQs are where manufacturing reality...
Net Promoter Score NPS
A measure of whether customers would recommend you, scored from the classic 'how likely are you to...
New Customer Acquisition Cost
The cost to acquire a genuinely new customer, calculated against new customers only rather than total...
Payback Period
How long it takes to recover the cost of acquiring a customer from the contribution margin they...
Performance Max
Google's black-box campaign type: you hand it your product feed, creative assets and a conversion goal...
Post-Purchase Survey HDYHAU
A one-question survey after checkout - 'how did you hear about us?' - that asks the customer directly...
Product Detail Page PDP
The page where a shopper decides to buy or leave: your single most important piece of conversion real...
Product-Market Fit PMF
The point where you have a product a defined group of people genuinely want, evidenced by their...
Repeat Purchase Rate RPR
The percentage of customers who come back and buy again, tracked over defined windows (30, 90, 180 and...
Retargeting
Serving ads to warm audiences - site visitors, cart abandoners, past purchasers - to convert intent you...
Return on Ad Spend ROAS
Revenue attributed to ads divided by ad spend, usually reported per platform. Platform ROAS is useful...
Safety Stock
The buffer inventory you hold above expected demand so a demand spike or a late shipment does not become...
Stock Keeping Unit SKU
A single, distinct sellable item: one product in one variant (size, colour, configuration). SKU count is...
Third-Party Logistics 3PL
An outsourced partner that stores your inventory, picks and packs orders, and ships them to customers. A...
Total Addressable Market TAM
The total revenue opportunity if you sold to every possible customer for your product. TAM matters far...
Unsubscribe Rate
The share of recipients who opt out of a campaign - the honest verdict on whether your cadence and...
User-Generated Content UGC
Content made by customers and creators rather than your studio - the most persuasive proof you have...
WISMO
Short for 'Where is my order?' - the shipping-status enquiry that dominates every DTC support queue...
Working Capital
The cash tied up in simply running the business - for a DTC brand, overwhelmingly inventory: pipeline...