- Cost per lead (CPL)
- Ad spend divided by the number of leads it produced, measured per source or campaign.
- Pipeline
- The set of open deals in your CRM, grouped by stage, from new lead to sold.
- Win rate
- The share of quotes or proposals that are accepted, usually shown per month or per rep.
- Money in
- Cash actually received in a period, taken from your accounting platform, as opposed to invoiced or quoted.
- Team TV
- A dashboard view built for a screen on the office wall, showing live team progress to target.
- View-only dashboard
- A dashboard that reads from your systems but cannot change them, so there is nothing to break.
- Conversions API (CAPI)
- Meta's server-side tracking that sends lead and booking events directly from your website's server.
- AI agent
- Software that uses a language model plus your company knowledge to complete a task, such as answering a customer question, with rules for handing off to a person.
- Automation
- A workflow that moves data or triggers the next step between systems without manual work.
- Attribution
- Working out which channel or campaign produced a lead or sale.