---
title: Metrics Glossary
description: This glossary covers the essential metrics used in digital marketing to track campaign performance, user behavior, and ROI. These definitions are relevant across paid media platforms (like Google Ads, Meta, etc.) and web analytics tools (like GA4).
---
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# Metrics Glossary
## This glossary covers the essential metrics used in ASK BOSCO® to track campaign performance, user behavior, and ROI. These definitions are relevant across paid media platforms (like Google Ads, Meta, etc.) and web analytics tools (like GA4).
**Note:** Some metrics may vary depending on:
- **Traffic source**: Whether you're using *clicks* (from ad platforms) or *sessions* (from GA4).
- **Conversion source**: Whether conversions/revenue are tracked via *the platform itself* or *Google Analytics 4 (GA4)*.
When analyzing results, it’s important to stay consistent with your chosen data sources to ensure accurate insights.
### **Core Performance Metrics**
***(Depends on Conversion Source)***
- **AOV (Average Order Value):**
The average amount spent per transaction.
- **Conversions:**
The number of times a desired action was completed (e.g., purchase, signup).
- **Revenue:**
Total income generated from conversions.
### **Campaign & Channel Structure**
- **Campaign:**
The name of the campaign.
- **Channel:**
High-level category for traffic origin, such as Organic Search, Paid Social, Email.
- **Channel Source:**
The specific platform or referrer (e.g., Google, Meta, Bing).
- **Channel Type:**
Specifies how users arrived: “paid,” or “organic”
### **User Interaction Metrics**
- **Clicks:**
Number of times users clicked on an ad or link.
- **Sessions:**
Number of website visits.
- **Traffic:**
General term for visits to the site, measured either by **clicks (platform)** or **sessions (analytics)**.
### **Efficiency & Cost Metrics**
- **Conversion Rate:**
The percentage of users who convert. *(Dependent on conversion & traffic Source)*
- **COS (Cost of Sale):**
How much it costs to generate revenue. *(Depends on conversion source)*
- **Cost:**
Total ad spend tracked through the media buying platform.
- **CPC (Cost Per Click):**
Average cost for each ad click.
- **ROAS (Return on Ad Spend):**
Revenue earned per pound/dollar spent. *(Dependent on conversion source)*
### **Engagement & Delivery Metrics**
- **CTR (Click-Through Rate)**:
Percentage of users who clicked on an ad after seeing it.
- **Impressions:**
Total times an ad or content was shown.
### **Other**
- **Date:**
The time period used for tracking and comparing performance.
- **Device:**
The type of device used (e.g., Desktop, Mobile, Tablet).
- **Source:**
Refers to the origin of the user traffic (e.g., google.com, facebook.com, or direct).
This article was created by Grace. If you have any questions or need a hand, feel free to reach out to us at [**team@askbosco.io**](mailto:team@askbosco.io)[mailto:team@askbosco.io](mailto:team@askbosco.io)
Jan 2026
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