Terms, defined cleanly.
A working glossary of the terms behind measurement, revenue engineering, and AI search.
Marketing attribution
Assigning credit for conversions to the touchpoints that influenced them.
Revenue engineering
Designing the systems that move revenue through a business end to end.
Experimentation velocity
The rate at which a company runs valid, decision-grade experiments.
Unit economics
The per-customer revenue and cost math that determines whether growth is profitable.
CAC payback
Months of gross margin required to recover the cost of acquiring a customer.
LTV (Lifetime value)
The total gross margin a customer is expected to generate over their lifetime.
Data warehouse
A central store of modeled business data that makes analytics reliable.
Marketing mix modeling
Statistically estimating each channel's contribution using aggregate data.
GTM engineering
Wiring go-to-market tooling and workflows; a subset of revenue engineering.
AEO (Answer Engine Optimization)
Optimizing content so AI answer engines cite your business in responses.
LegitScript certification
Third-party certification required to advertise telehealth on major ad platforms.
Health ad policy
Platform rules governing what health, medical, and pharmaceutical advertisers can say.
Fractional Head of Growth
A senior growth leader engaged part-time, on retainer, instead of a full-time hire.
Trial-to-paid conversion
The percentage of trial signups that convert to a paid subscription.
Product attribution
Connecting product usage events back to the acquisition source that produced them.