Lead Generation Glossary
Plain-English definitions for the terms that show up across our site and your reporting.
- Pay-Per-Call
- A pricing model where you're charged only when a tracked phone call is generated from your campaign — not for a click or a form fill.
- Pay-Per-Lead
- A pricing model where you're charged for each qualified lead (call or form submission) your campaign generates.
- Exclusive Lead
- A lead sold to one business only, as opposed to a shared lead resold to multiple competing contractors.
- Shared Lead
- A single homeowner inquiry sold simultaneously to multiple contractors, common on marketplaces like Angi, HomeAdvisor, Thumbtack, and Bark.
- DNI (Dynamic Number Insertion)
- A technology that automatically swaps the phone number shown on your website based on the visitor's traffic source, enabling call attribution.
- ROAS (Return on Ad Spend)
- Revenue generated divided by ad spend — e.g. a 5x ROAS means $5 in revenue for every $1 spent on ads.
- CPL (Cost Per Lead)
- Total campaign spend divided by the number of leads generated.
- CPC (Cost Per Call)
- Total campaign spend divided by the number of tracked phone calls generated.
- Call Tracking
- Technology that assigns unique phone numbers to marketing channels so every call can be attributed back to the campaign, ad, or keyword that generated it.
- Meta Business Partner
- A certification Meta awards to agencies that meet performance and expertise standards for managing Facebook and Instagram ad campaigns.
- Retargeting
- Advertising shown specifically to people who previously visited your website or engaged with your ads but didn't convert.
- Conversion Rate
- The percentage of visitors to a landing page or website who complete a desired action, like calling or filling out a form.
- Local Services Ads (LSA)
- A Google ad format that appears at the very top of search results for local service businesses, billed per lead rather than per click.
- Landing Page
- A standalone web page designed around a single offer and call-to-action, built to convert traffic from a specific ad campaign.
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