Every growth term, clearly defined .

Churn Rate

The share of customers (or revenue) you lose over a period.

Conversion Rate

Conversion rate is the share of visitors who take the action you wanted — a signup, lead, or purchase.

Customer Acquisition Cost

Customer Acquisition Cost is what it costs you, on average, to win one new paying customer — total sales & marketing spend in a period divided by the new customers acquired in that same period.

Generative Engine Optimization

Generative Engine Optimization is the practice of structuring your content so AI engines — ChatGPT, Perplexity, Google AI Overviews, Claude — cite you when they answer questions in your category.

Go-to-Market

A Go-to-Market is the plan for how a product reaches and wins its first (or next) customers — the audience, the offer, the channels, and the sequence of moves that get you to traction.

Ideal Customer Profile

An Ideal Customer Profile describes the exact kind of company (or person) you're built to serve — the segment where you win deals fastest, deliver the most value, and earn the highest retention.

Lifetime Value

Lifetime Value is the total gross profit you expect from a customer over the life of the relationship. Healthy SaaS businesses target an LTV:CAC of roughly 3:1.

LTV:CAC Ratio

The LTV:CAC ratio compares the lifetime value of a customer to what it cost to acquire them. It is the single clearest read on whether your growth is economically healthy.

Ops

Marketing Attribution

Marketing Attribution is the practice of assigning credit to the channels and touchpoints that contributed to a sale, so you can decide where the next dollar of spend should go.

North Star Metric

A North Star Metric is the single number that best captures the value your product delivers to customers — the one metric the whole company aligns behind.

Payback Period

Payback Period is how many months it takes for the gross profit from a new customer to repay what you spent to acquire them. Shorter is safer — most healthy SaaS sits under 12 months.

ROAS

Return on Ad Spend is the revenue generated for every unit of currency spent on advertising. It's a media efficiency metric — useful, but not the same as profit.

Strategy

15 terms

Account-Based Marketing

ABM flips the funnel: instead of casting wide and filtering, you pick a defined list of high-value target accounts and orchestrate marketing and sales to win them specifically.

Demand Generation

Demand Generation is the work of creating future buyers — building awareness, trust, and category understanding in people who aren't in-market yet, so they choose you when they are.

Flywheel

A flywheel is a model of compounding momentum: each part of the business feeds the next, so growth gets easier over time instead of harder. It is the strategic cousin of the growth loop.

Go-to-Market

A Go-to-Market is the plan for how a product reaches and wins its first (or next) customers — the audience, the offer, the channels, and the sequence of moves that get you to traction.

Growth Loops

A growth loop is a self-reinforcing cycle where the output of one user's activity becomes the input that acquires the next — growth that compounds instead of leaking.

Ideal Customer Profile

An Ideal Customer Profile describes the exact kind of company (or person) you're built to serve — the segment where you win deals fastest, deliver the most value, and earn the highest retention.

Jobs To Be Done

Jobs To Be Done is a lens that says customers do not buy products — they "hire" them to make progress on a job in their life. Understand the job and your positioning and creative get sharper.

North Star Metric

A North Star Metric is the single number that best captures the value your product delivers to customers — the one metric the whole company aligns behind.

Pipeline / Funnel

The pipeline (or funnel) is the staged view of every potential customer in motion — from first touch through to closed deal — so you can see where revenue is forming and where it's leaking.

Positioning is the deliberate choice of which market you compete in, who you're for, and what you're uniquely better at — the strategic frame that makes everything else (messaging, pricing, channels) obvious.

Product-Led Growth

Product-Led Growth uses the product itself as the main engine of acquisition, conversion, and expansion — users experience value before they ever talk to sales.

Product–Market Fit

Product–Market Fit is the moment a product is in a market that genuinely wants it — pull from customers exceeds push from the team, and growth starts to compound on its own.

TAM / SAM / SOM

TAM, SAM, and SOM size a market in three concentric rings — the total demand, the slice you can serve, and the share you can realistically win — grounding growth plans in reality.

The Transfer Model

The Transfer Model is Kando's operating philosophy: we build your growth engine, run it with you, then train your team to own it — so you end up independent, not dependent.

Value Proposition

A value proposition is the clear statement of the specific value you deliver, for whom, and why it beats the alternative. It is the sentence everything else in marketing hangs from.

Paid Media

15 terms

Conversions API

The Conversions API sends conversion events to ad platforms directly from your server, recovering the signal lost when browsers and ad-blockers break the pixel.

CPA

Cost per acquisition is what you pay, on one channel or campaign, for a single conversion.

CPC

CPC is the average price you pay for one click on an ad.

CPL

Cost per lead is what you pay to generate one lead — someone who shares their contact details.

CPM

CPM is what you pay per 1,000 ad impressions — the baseline price of reach on a channel.

CTR

Click-through rate is the share of people who clicked after seeing your ad or link.

Frequency

Frequency is the average number of times each person saw your ad over a period.

Impressions

An impression is one instance of your ad or content being shown. It counts views, not unique people.

Lookalike Audience

A lookalike audience asks an ad platform to find new people who resemble your best existing customers, using a seed list you upload. It is how first-party data becomes prospecting reach.

MER

MER, or blended ROAS, is total revenue divided by total marketing spend across every channel.

Quality Score

Quality Score is Google's 1–10 rating of how relevant your keyword, ad, and landing page are. A higher score lowers your cost per click and lifts your ad position.

Reach

Reach is the number of unique people who saw your content at least once.

Retargeting

Retargeting shows ads to people who already engaged with you — site visitors, cart abandoners, video viewers — to bring them back and convert. It is the highest-intent, lowest-cost segment in paid media.

Smart Bidding

Smart Bidding lets the ad platform set each bid automatically using machine learning, optimising toward a goal you define — a target cost per acquisition or a target return on ad spend.

Tracking Pixel

A tracking pixel is a small snippet that loads on your site to record visitor actions and send them to ad and analytics platforms — the foundation of conversion tracking and retargeting.

Metrics

8 terms

Average Order Value

Average Order Value is the average amount a customer spends per transaction. Lifting it is often the fastest, cheapest way to improve unit economics — no extra ad spend required.

Blended CAC

Blended CAC is your total acquisition cost across every channel — paid and organic combined — divided by all new customers. It is the honest, company-level cost of growth.

Contribution Margin

Contribution margin is the revenue left from a sale after the variable costs of delivering it — what is actually available to cover marketing and overhead.

Customer Acquisition Cost

Customer Acquisition Cost is what it costs you, on average, to win one new paying customer — total sales & marketing spend in a period divided by the new customers acquired in that same period.

Lifetime Value

Lifetime Value is the total gross profit you expect from a customer over the life of the relationship. Healthy SaaS businesses target an LTV:CAC of roughly 3:1.

LTV:CAC Ratio

The LTV:CAC ratio compares the lifetime value of a customer to what it cost to acquire them. It is the single clearest read on whether your growth is economically healthy.

Payback Period

Payback Period is how many months it takes for the gross profit from a new customer to repay what you spent to acquire them. Shorter is safer — most healthy SaaS sits under 12 months.

ROAS

Return on Ad Spend is the revenue generated for every unit of currency spent on advertising. It's a media efficiency metric — useful, but not the same as profit.

Measurement

8 terms

A/B Test

An A/B test splits traffic between two versions to measure which performs better, isolating the effect of a single change so you learn from data instead of opinion.

Consent Mode

Consent Mode adjusts how Google's tags behave based on a visitor's cookie choices, modelling conversions when consent is denied so your measurement survives privacy rules.

First-Party Data

First-party data is information you collect directly from your audience, with consent. As third-party cookies disappear, it is the durable foundation of targeting and measurement.

Incrementality

Incrementality measures the conversions that happened because of a campaign — not the ones that would have happened anyway. It is the truth that last-click attribution cannot see.

Marketing Mix Modeling

Marketing Mix Modeling uses statistics to estimate how each channel contributes to sales using aggregate data — privacy-proof and immune to cookie loss.

Server-Side Tracking

Server-side tracking sends analytics and conversion data from your own server instead of the browser — more accurate, more durable, and harder for ad-blockers and ITP to break.

Statistical Significance

Statistical significance tells you whether a test result is a real effect or just random noise. Below it, you are reading tea leaves.

UTM Parameters

UTM parameters are tags added to a URL so analytics can see exactly which campaign, source, and medium drove a visit. Consistent UTMs are the backbone of clean reporting.

GEO

12 terms

AI Overviews

AI Overviews are the AI-generated answers Google places at the top of many results, synthesising information from multiple sources — often before any traditional link.

Arabic & Bilingual SEO

Arabic and bilingual SEO optimises a site to rank for both Arabic and English searches in the GCC — handling RTL, dialect, transliteration, and correct language signals to search engines.

Backlinks

Links from other websites to yours — a core signal of authority for search engines.

Core Web Vitals

Google's metrics for real-world page experience: loading speed, interactivity, and visual stability.

E-E-A-T

E-E-A-T is Google's framework for judging content quality — Experience, Expertise, Authoritativeness, and Trust. It increasingly decides who ranks and who gets cited by AI.

Generative Engine Optimization

Generative Engine Optimization is the practice of structuring your content so AI engines — ChatGPT, Perplexity, Google AI Overviews, Claude — cite you when they answer questions in your category.

Keyword Ranking

Where your pages appear in search results for a given query.

Organic Traffic

Visitors who reach your site from unpaid search results rather than ads.

SERP

The SERP is the page of results a search engine returns for a query. It is no longer ten blue links — it is a battlefield of ads, snippets, maps, and AI answers.

Share of Model

How often AI engines (ChatGPT, Perplexity, Google AI Overviews) cite or recommend your brand for category questions — the GEO-era successor to share of search.

Structured Data

Structured data is code added to a page that labels its content for machines — so search engines and AI can understand what it is and show rich results.

Topical Authority

Topical authority is the depth and breadth of credibility a site earns on a subject by covering it comprehensively. Search engines reward the site that clearly owns a topic.

Retention

11 terms

ARPA

The average monthly revenue you earn per customer account.

ARR

ARR is your recurring revenue expressed on an annualized basis.

Burn Multiple

How many dollars you burn to add one dollar of new recurring revenue.

Churn Rate

The share of customers (or revenue) you lose over a period.

Retention

Expansion Revenue

Additional recurring revenue from existing customers — upsells, cross-sells, and seat or usage growth.

GRR

The share of recurring revenue you keep from existing customers, before any expansion.

MRR

MRR is the predictable subscription revenue your customers generate each month.

NRR

The share of recurring revenue retained from existing customers including upgrades — it can exceed 100%.

Rule of 40

A SaaS health check: growth rate plus profit margin should add up to at least 40%.

Runway

How many months you can operate before cash runs out at the current burn rate.

SaaS Magic Number

A measure of sales & marketing efficiency: new ARR generated per dollar of go-to-market spend.

Funnel

8 terms

Conversion Rate

Conversion rate is the share of visitors who take the action you wanted — a signup, lead, or purchase.

Funnel Stages

TOFU, MOFU, and BOFU split the buyer journey into top, middle, and bottom of funnel — awareness, consideration, and decision — so you can match message and channel to intent.

Lead-to-Customer Rate

The share of leads that eventually become paying customers.

MQL

An MQL is a lead that fits your target profile and has shown enough interest that marketing deems it worth sales attention.

Pipeline Coverage

How many times over your open pipeline covers the revenue target for a period.

Sales Cycle Length

The average time from first qualified contact to a closed deal.

SQL

An SQL is a lead that sales has vetted and accepted as a real opportunity worth actively pursuing.

Win Rate

The share of qualified opportunities that close as wins.

Creative

5 terms

Creative Win Rate

The share of the creatives you test that beat your control and become scalable winners.

Hold Rate

The share of people who keep watching to the end after the hook caught them.

Hook Rate

The share of people who stop and watch the first 3 seconds of your video ad.

Thumb-Stop Rate

The share of scrollers your creative literally stopped — the attention version of hook rate.

Creative

User-Generated Content

User-Generated Content is creative made by real customers or paid creators — not by your brand team — designed to feel native to the platform it runs on and to convert at performance scale.

Engagement

5 terms

Activation Rate

The share of new signups who reach their first real moment of value.

CSAT

The share of customers who report being satisfied after a specific interaction.

DAU/MAU

Stickiness is the share of your monthly users who show up daily — a proxy for habit.

NPS

A loyalty score from −100 to +100 based on how likely customers are to recommend you.

Engagement

Time to Value

How long it takes a new user to reach their first meaningful outcome with your product.

Channels

4 terms

Affiliate Marketing

Affiliate marketing pays partners a commission for the customers or sales they refer, tracked by unique links or codes. You only pay for results — making it inherently performance-based.

Email Deliverability

Deliverability is the share of your emails that actually reach the inbox rather than spam or the void. The best email program is worthless if it never gets seen.

Influencer Marketing

Influencer marketing partners with creators who have trust and reach in your audience to drive awareness, proof, and sales — increasingly the engine room of GCC social.