Glossary
Lead Generation Glossary
Plain-English definitions for the terms that show up across our site and your reporting. Each one has its own page explaining why it matters when you are buying leads.
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.
What is Pay-Per-Call?Pay-Per-Lead
A pricing model where you're charged for each qualified lead, whether a call or a form submission, that your campaign generates.
What is Pay-Per-Lead?Exclusive Lead
A lead sold to one business only, as opposed to a shared lead resold to several competing contractors.
What is Exclusive Lead?Shared Lead
A single homeowner inquiry sold simultaneously to several contractors, common on marketplaces such as Angi, HomeAdvisor, Thumbtack and Bark.
What is Shared Lead?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.
What is DNI (Dynamic Number Insertion)?ROAS (Return on Ad Spend)
Revenue generated divided by ad spend. A 5x ROAS means five dollars of revenue for every dollar spent on ads.
What is ROAS (Return on Ad Spend)?CPL (Cost Per Lead)
Total campaign spend divided by the number of leads generated.
What is CPL (Cost Per Lead)?CPC (Cost Per Call)
Total campaign spend divided by the number of tracked phone calls generated.
What is CPC (Cost Per Call)?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.
What is Call Tracking?Meta Business Partner
A certification Meta awards to agencies meeting its performance and expertise standards for managing Facebook and Instagram ad campaigns.
What is Meta Business Partner?Retargeting
Advertising shown specifically to people who previously visited your website or engaged with your ads but didn't convert.
What is Retargeting?Conversion Rate
The percentage of visitors to a landing page or website who complete a desired action, such as calling or filling out a form.
What is Conversion Rate?Local Services Ads (LSA)
A Google ad format appearing at the very top of search results for local service businesses, billed per lead rather than per click.
What is Local Services Ads (LSA)?Landing Page
A standalone web page built around a single offer and call to action, designed to convert traffic from a specific ad campaign.
What is Landing Page?Find out where your leads are leaking.
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