Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Distinguish an audience, a target segment, and the people actually reached by marketing. You’ll reason through why a metric from one group may not justify a decision about another group.

Use what you learned in the previous lesson to solve real-world problems.

Use impressions, reach, frequency, and CPM to describe how much attention a media plan bought. You’ll connect these metrics to awareness and delivery decisions without treating them as proof of sales impact.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Use clicks, click-through rate, and cost per click to judge whether an ad is attracting traffic. You’ll compare what these metrics can diagnose about message, placement, and intent before anyone buys.

Use what you learned in the previous lesson to solve real-world problems.

Define a conversion as a specific action within a specific window, such as a signup, purchase, or qualified lead. You’ll connect conversion rate to decisions about landing pages, offers, and audience quality.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Use CPA and CAC to compare how much it costs to create an outcome or acquire a customer. You’ll learn when these metrics support scaling a campaign and when they hide low-value customers.

Use what you learned in the previous lesson to solve real-world problems.

Work with orders, average order value, revenue per customer, and ROAS as revenue-facing metrics. You’ll connect each one to decisions about pricing, basket growth, and budget efficiency.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Compare revenue with gross margin and contribution margin after variable costs. You’ll see why a campaign with high revenue can still be a poor decision if discounts, fulfillment, or media costs eat the profit.

Use what you learned in the previous lesson to solve real-world problems.

Use repeat purchase rate, retention rate, and churn to describe whether customers keep coming back. You’ll connect these metrics to decisions about onboarding, lifecycle messaging, subscriptions, and win-back campaigns.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Combine margin, retention, and expected future purchases into customer lifetime value. You’ll use CLV to reason about how much a business can afford to spend to acquire or keep a customer.

Use what you learned in the previous lesson to solve real-world problems.

Separate observed lift from true incrementality by asking what would have happened without the marketing. You’ll connect incremental conversions, revenue, or margin to budget decisions that require causal impact.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Compare attribution credit with incrementality so you do not confuse tracking with causation. You’ll reason through why last-click, first-click, and multi-touch attribution can guide reporting but may not prove a channel created new demand.

Use what you learned in the previous lesson to solve real-world problems.

Match common metrics to the decision they can actually support: delivery, engagement, conversion, profitability, retention, or causal impact. You’ll practice rejecting metrics that sound impressive but do not answer the business question being asked.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Review this chapter with practice based on your mistakes.