RBL Growth Glossary

The percentage of recurring revenue retained from existing customers, including upsells and expansions.

The process of getting active affiliate partners to do more at a regular cadence or based on particular metrics or goals.

Google’s Performance Max Ad Unit. Performance Max is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. This ad unit is much more automated than other options within Google. Google automates the creation of ads based on the assets a brand provides. Google serves the best-performing combination of creative assets to maximize campaign performance.

In the realm of Partner Marketing. A partner is a site, app, or other media that agrees to promote your brand on a cost-per-action basis. They often choose to be compensated on a cost-per-outcome basis rather than a cost-per-click basis.

(PII) includes information that can be used to distinguish or trace an individual's identity directly or indirectly through linkages with other information.

A privacy policy is a statement or legal document (in privacy law) that discloses some or all of the ways a party gathers, uses, discloses, and manages a customer or client's data.

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Programmatic advertising uses automated technology for media buying (the process of buying advertising space) instead of traditional (often manual) digital advertising methods. Examples include Google, Meta, Trade Desk, and Moloco.

Not a book publisher but an online partner similar to an affiliate. A publisher is similar to an affiliate. Commission Junction widely popularized the term in the mid-2000s and is another way to name an affiliate. Publishers are often called this in response to the explosion of media and content sites that took shape during this time and continue to grow today.

A lead form submission deemed qualified to take the next step in the sales or purchase process. A qualified lead is a prospect generated by the marketing team, evaluated by the sales team, and fits the profile of an ideal customer intending to buy. The proper qualification of leads is essential to developing a healthy sales pipeline. This often comes up in lead generation marketing or B2B SaaS marketing when evaluating leads and whether they are ready to mass sales. Additional related terms include MQL and SQL.

The rate at which qualified leads are generated over time.

A description of how your product will grow. It is your thesis on how to grow your product and business efficiently.

This is your data-driven Excel/Google sheet model outlining the inputs and outputs of your business over time.

Return on Ad Spend is a similar metric to MER and is calculated by dividing the revenue attributed to your ad campaign by the cost of that campaign. For example, if you spend $100,000 on ads, and your revenue is $350,000, you calculate ROAS by dividing $350,000 by $100,000. This gives you a ratio of 3.5:1 or 350%.

This is a similar view as ROAS and MER but includes overall investment and might include working capital, agency costs, and in-house staffing costs to calculate a more holistic view of the return on your marketing investment, not just media spend (working capital).

Re-engagement serves ads to users who intend to convert via a previous engagement (e.g., by clicking on an ad). They appear across the web and in-app, keeping brands in front of bounced visitors to bring them back (and ultimately convert).

In the marketing context, reach refers to the total number of unique individuals or households exposed to a particular marketing message or campaign within a specific period. It is a metric used to measure the potential audience or market size that a marketing initiative can reach.

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Reach can be further categorized into two types:

1. Total Reach: This represents the overall number of individuals or households exposed to a marketing message. It includes the target audience and any additional individuals who may have encountered the message but are not part of the intended target.

2. Targeted Reach refers to the specific number of individuals or households within a defined target audience exposed to the marketing message. It focuses on reaching the desired group of consumers most likely to be interested in the product or service being promoted.

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Reach is typically measured using various metrics, including the number of unique visitors to a website, the number of views on a social media post, or the number of people who saw a television advertisement. It helps marketers assess their campaigns' potential impact and effectiveness by understanding the size of the audience they are reaching. Additionally, reach is often considered alongside other metrics, such as frequency (how often the audience is exposed to the message), to evaluate a marketing campaign's overall effectiveness and efficiency.

Real-time bidding ( RTB ) is a subcategory of programmatic media buying. It refers to buying and selling ads in real-time on a per-impression basis in an instant auction. This is usually facilitated by a supply-side platform (SSP) or an ad exchange.

The process of convincing affiliate partners to join your affiliate program.

Refers to people who come to your domain from other sites without searching for you on Google. When someone visits a link from a social network or website and ends up on another site, tracking systems from Google recognize the visitor as a referral. Companies also use UTM codes to track precisely where these traffic sources come from.

Measuring, monitoring, enabling, and improving customer engagement and retention. Are they staying or going? Are they using the product at a valuable level for them and the business? 

A Sales Qualified lead or lead deemed qualified according to the sales team's predetermined standards. This term is frequently used in B2B SaaS and technology, lead Generation, and service-based businesses.

An SSP focuses on helping publishers (website owners) sell ad space on their apps, websites, and other digital properties. Examples include Google Ad Manager, Amazon Publisher Services, OpenX, Verizon Media, Rubicon, Sovrn, and SpotX. The Demand Side Platform focuses more on advertisers placing programmatic ads onto the Supply side.

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These platforms use automation to determine the optimal price for each ad space and sell to the best bidder. SSPs work with ad networks to connect publishers to a broader pool of advertisers.

Places affiliate partners into various segments or buckets to message based on activity, business model, payout, geography, or priority.

The percentage of users who sign up and convert to paying customers.

User story mapping is an exercise in which you visualize a user's journey through a product. It helps product teams better understand customers, identify friction points in the journey, and prioritize what will improve the user experience.

The average number of support tickets or inquiries per user, indicating product complexity or user experience issues.

Cross-site tracking: the practice of collecting browsing data from numerous sources (websites) that detail your activity Retargeting: using search activity to retarget visitors with visual or text ads based on the products and services for which they’ve shown interest. Ad-serving: making decisions regarding the ads that appear on a website, deciding when to serve these ads, and collecting data (and reporting said data, including impressions and clicks) to educate advertisers on consumer insights and ad performance.

3-second video plays divided by Impressions. The Thumbstop rate of your Meta ads can be a good indicator metric demonstrating how effectively your videos engage audiences as they scroll their social feeds.

Unique Clicks generally refer to the number of distinct individuals who have clicked on a particular link or advertisement within a given timeframe.

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When a user clicks on a link or advertisement multiple times, each click is recorded as a separate event. However, unique clicks count only the first click made by each user, disregarding subsequent clicks from the same user within the specified timeframe. This helps accurately represent the unique individuals who have interacted with a specific link or advertisement.

The number of distinct visitors to your website in a month, an indicator of brand reach and marketing effectiveness.

In marketing, the unique selling proposition, also called the unique selling point or the unique value proposition in the business model canvas, is the marketing strategy of informing customers about how one's brand or product is superior to its competitors.

In the context of growth and marketing, the term "usage" refers to the extent to which customers or users engage with and use a particular product, service, or platform. It measures how frequently and intensively individuals interact with the offering.

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Usage can be assessed through various metrics, such as the number of times a product is used, the duration of each session, the features or functionalities utilized, or the volume of content consumed. These metrics help marketers and growth teams understand customer behavior, identify patterns, and optimize strategies to increase engagement and adoption.

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Analyzing usage data allows businesses to gain insights into how customers utilize their offerings and identify areas for improvement. It helps to identify successful features or aspects that attract users and can guide marketing efforts to emphasize those aspects to drive adoption and growth. Additionally, understanding usage patterns can highlight potential bottlenecks or areas where users may face challenges, enabling companies to address these issues and enhance the overall user experience.

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Tracking and analyzing usage data is vital to growth and marketing as it provides valuable information for businesses to refine their strategies, improve user engagement, and drive sustainable growth.

User acquisition (often shortened to UA) is gaining new users for an app, platform, or other service. On mobile, user acquisition is a strategy designed around generating installs, usually achieved by advertising campaigns and promotional offers.

This is often used to describe an action-driven after a user viewed an advertisement online versus a user who clicked on an ad.

Users that have visited your site: one user could visit your site 10 times, so each visit is typically represented in a click.