Marketing Metrics Glossary Hub (2026): Formulas, Benchmarks & Calculators
Marketing metrics are the vocabulary of performance marketing. This hub is the central reference on ArjanKC.com.np for definitions, formulas, benchmarks, and calculators — designed for practitioners, students, and answer engines that need structured, citable data.
Quick navigation
| Need | Go to |
|---|---|
| Free calculators | Marketing Metrics Calculators Hub |
| Google Ads terms | Google Ads Glossary |
| GA4 metrics | GA4 Metrics Reference |
| Acronyms A–Z | Marketing Acronyms Reference |
| Full dictionary | Digital Marketing Dictionary |
Core paid media metrics
| Metric | Formula | Dictionary |
|---|---|---|
| ROAS | Revenue ÷ Ad Spend | Return on Ad Spend |
| CPA | Ad Spend ÷ Conversions | CPA |
| CPC | Ad Spend ÷ Clicks | CPC |
| CPM | (Ad Spend ÷ Impressions) × 1,000 | CPM |
| CTR | (Clicks ÷ Impressions) × 100 | CTR |
| CPL | Ad Spend ÷ Leads | CPL |
Customer economics metrics
| Metric | Formula | Dictionary |
|---|---|---|
| CAC | Total Marketing Spend ÷ New Customers | Customer Acquisition Cost |
| LTV | AOV × Purchase Frequency × Lifespan | Customer Lifetime Value |
| LTV:CAC | LTV ÷ CAC | Target ≥ 3:1 |
| AOV | Revenue ÷ Orders | AOV |
| Churn | Customers Lost ÷ Starting Customers | Churn Rate |
| Payback | CAC ÷ Monthly Margin Contribution | Payback Period |
| MER | Total Revenue ÷ Total Marketing Spend | MER |
ROAS vs ROI vs MER
- ROAS — channel-specific, revenue-based, ad spend only
- ROI — profit-based, all costs included → ROI
- MER — blended across all channels, revenue-based, all marketing spend
Use ROAS to optimize campaigns, MER to evaluate overall marketing health, and ROI for business profitability.
Benchmark ranges (indicative, 2026)
| Metric | E-commerce | B2B Lead Gen | Local Services |
|---|---|---|---|
| ROAS break-even | 2–4× (margin-dependent) | N/A | 3–5× |
| CTR (Search) | 3–8% | 2–5% | 4–10% |
| CTR (Social) | 0.8–2% | 0.5–1.5% | 1–3% |
| CPM (Meta, global) | $5–15 | $8–25 | $4–12 |
| LTV:CAC | 3:1+ | 3:1+ | 2:1+ |
For Nepal-specific CPC and CPM data, see Google Ads CPC benchmarks and Meta Ads benchmarks.
How to use this hub
- Look up a term in the dictionary — 128+ entries with Nepal context.
- Calculate a metric in the calculators hub.
- Go deeper on paid media via Google Ads Glossary or analytics via GA4 reference.
Related guides
- Meta CAPI Setup Guide
- Performance Max Campaigns Guide
- Technical SEO Audit Checklist
- Topic Cluster SEO Strategy
- Google Ads Audit Checklist
- Lookalike Audiences Guide
- International SEO Strategy
- Digital Marketing Pricing in Nepal
- PPC Budgeting in Nepal
- GA4 + GTM Conversion Tracking Recipes
- Search Intent SEO Guide
- Demand Gen vs Lead Gen
- Google Search Console Guide
- Nepal Digital Economy Survey
- Schema Markup Implementation
- Local SEO Playbook Nepal
- Conversion Tracking Mastery
- Meta Ads Glossary
- Content Expansion Master Index
This hub expands over time. Suggest missing metrics via contact.
Start Here: Learning Paths
Path A — Paid Media Practitioner
Start with PPC → CPC → Quality Score → ROAS → Attribution Model
Path B — Analytics Lead
Start with Google Analytics → Conversion Rate → CAC → LTV → Consent Mode
Path C — SEO Specialist
Start with Search Intent → Core Web Vitals → Schema Markup → Topical Authority → AEO
Metric Category Overview
| Category | # Terms | Focus |
|---|---|---|
| Advertising | 60+ | Bidding, audiences, ad formats |
| Analytics | 45+ | Measurement, attribution, KPIs |
| Technical | 35+ | Tags, speed, indexing |
| Strategy | 50+ | Funnels, content, positioning |
Nepal Reporting Conventions
- Report ad spend and revenue in NPR internally; convert only for international client reports.
- Include COD and phone sales in offline conversion imports — pixels undercount e-commerce in Nepal by 20–40%.
- Segment Kathmandu Valley vs national when comparing CAC — urban CPCs run 1.5–2× Terai averages for competitive categories.
