Knowledge Library

The age of a person, sourced and bucketed differently by each platform.

Where a customer, user, or event is located — a hierarchy of place.

Child of Geography — the country a record belongs to.

Child of Geography — grouping of countries into sales/reporting regions.

The marketing channel a session or conversion is attributed to.

A named marketing initiative, governed by the campaign taxonomy.

The device category used for a session (desktop, mobile, tablet).

Grouping of customers by size/type (SMB, Mid-Market, Enterprise).

The product plan a customer is subscribed to.

Calendar and fiscal date dimension, incl. fiscal quarter.

An organization or person with an active paid relationship.

A customer with a paid subscription and recent product usage.

A user evaluating the product on a time-limited free trial.

A user or account holding an active recurring subscription.

A lead meeting fit + intent criteria, ready for sales follow-up.

A qualified sales deal being actively worked toward close.

A period of continuous user activity — defined differently per tool.

The completion of a defined valuable action.

A customer in the Enterprise segment (≥ $50k ARR or ≥ 500 seats).

Ambiguous — means Conversion Rate, Completion Rate, or Change Request depending on team.

Customer Acquisition Cost — Fully-loaded S&M spend per new customer.

Lifetime Value — Expected gross margin from a customer over their lifetime.

Monthly Recurring Revenue — Normalized monthly subscription revenue.

Annual Recurring Revenue — MRR annualized (×12).

Monthly Active Users — Distinct qualifying users in 30 days.

Daily Active Users — Distinct qualifying users in a day.

Conversion Rate — Preferred abbreviation for Conversion Rate (avoids CR collision).

Return on Ad Spend — Attributed revenue per ad dollar.

Net Revenue Retention — Revenue retained incl. expansion, net of churn.

Gross Revenue Retention — Revenue retained excluding expansion.

Average Order Value — Average recognized value per order.

Multi-Touch Attribution — model crediting multiple touchpoints for a conversion.

Standard structure for naming marketing campaigns across platforms.

Hierarchy of product families, products, and features.

Canonical opportunity stages used in the CRM.

Rules for classifying customers into segments.

Canonical marketing channel groupings and UTM mapping.

A session lasting 10s+, with a conversion, or 2+ pageviews (Google's definition).

Total actions (reactions, comments, shares, clicks) on a post or ad.

A campaign-type-dependent interaction (e.g. expand on Lightbox ads).

Engagements divided by impressions on sponsored content.

Revenue from purchase events tracked in GA4 (pre-refund, tag-dependent).

A contact HubSpot flags as marketing-qualified based on lifecycle stage.

An organization record in the CRM (may span multiple products).

The central data warehouse — source of truth for modeled metrics.

Google Analytics 4 — web & product analytics platform.

Meta (Facebook/Instagram) advertising platform.

Google advertising platform (Search, Display, YouTube).

CRM — source of truth for accounts, opportunities, and pipeline.

Marketing automation & lead lifecycle platform.

Billing & payments — source for subscription and invoice data.

Product analytics for events, funnels, and retention.

Marketing Qualified Lead — Lead reaching the agreed qualification threshold based on engagement and firmographic criteria.

Sales Qualified Lead — Lead accepted by Sales after qualification.

Annual Recurring Revenue — Normalized annualized value of active recurring subscriptions.

Annual Contract Value — Average annualized value of a customer contract.

Customer Lifetime Value — Expected gross margin from a customer over their lifetime.

Net Revenue Retention — Revenue retained and expanded from existing customers, net of churn.

Gross Revenue Retention — Revenue retained from existing customers before expansion.

Quarterly Business Review — Recurring review of performance, health, and plans with a customer or team.

Objectives and Key Results — Goal-setting framework pairing objectives with measurable key results.

Service Level Agreement — Committed level of service, typically response or uptime targets.

Net Promoter Score — Loyalty metric from the likelihood-to-recommend survey question.

Customer with at least one completed transaction within the last ninety days.

User completing five or more core product actions within thirty days.

Revenue generated from upgrades, seat increases, or cross-sells.

Pipeline meeting predefined qualification criteria.

Potential revenue-generating sales engagement tracked in CRM.

Composite score representing engagement, adoption, support, and renewal risk.

Primary long-term success metric representing product value.

Product satisfying engineering, QA, legal, marketing, and support approvals.

Strategic customer exceeding one million dollars in annual revenue.

Executive-approved organizational priority.

The end-of-month workflow to reconcile, review, and certify financial reporting.

How a raw lead becomes an MQL and then an SQL.

The exec-level view of revenue, growth, and efficiency.

Weekly paid-channel performance and efficiency.

Curated revenue mart powering finance reporting.

Weekly ROAS aggregates by channel.

Owns revenue, billing, and the financial close.

Owns campaign measurement and marketing reporting.

The primary SaaS product.

Metrics must be reviewed and certified before board use.

Campaign and metric names must follow the taxonomy.