百科全書
每個術語，都用白話英文。
一本涵蓋整體創意與內容領域的實用參考——策略、文案撰寫、視覺與影片製作、格式、測試、指標、SEO、品牌與營運。
50+
術語定義
10
涵蓋領域
A–Z
交叉連結，無行話
瀏覽術語
搜尋、篩選，或直接跳至某個字母。
A
Attribution
Attribution is the analytical process of identifying which marketing touchpoints or channels contribute to a desired outcome, such as a conversion or sale.
指標與分析Average Order Value (AOV)
Average Order Value (AOV) is the average dollar amount spent each time a customer places an order on a website or app.
B
Benchmark (Performance)
A performance benchmark is a standard or reference point used to evaluate the effectiveness of creative content against industry norms or past campaigns.
指標與分析Blended ROAS
Blended ROAS is a metric that calculates total revenue from all marketing channels divided by total ad spend, providing a holistic view of campaign profitability.
指標與分析Bottom-of-Funnel Metrics
Metrics that measure user actions closest to a purchase or conversion, indicating readiness to buy.
指標與分析Bounce Rate
Bounce rate is the percentage of visitors who leave a website after viewing only one page, without interacting further.
指標與分析Brand Lift
A metric measuring the positive shift in consumer perception, awareness, or preference for a brand after exposure to advertising.
C
Churn Rate
Churn rate measures the percentage of customers who stop using a product or service over a given period.
指標與分析Click-Through Rate (CTR)
The percentage of people who click on a link or ad out of the total who see it, measuring initial engagement.
指標與分析Cohort Analysis
Cohort analysis groups users by a shared characteristic or event (e.g., sign-up date) and tracks their behavior over time to reveal retention, engagement, and conversion patterns.
指標與分析Conversion Rate
The percentage of users who complete a desired action out of the total number of visitors or interactions.
指標與分析Conversion Window
The time period after a user interaction (e.g., click) during which a conversion is attributed to that interaction.
指標與分析Cost Per Acquisition (CPA)
Cost Per Acquisition (CPA) is the total cost to acquire a customer who completes a desired action, calculated as total campaign cost divided by number of conversions.
指標與分析Cost Per Click (CPC)
Cost Per Click (CPC) is the price an advertiser pays each time a user clicks on their ad in a pay-per-click (PPC) campaign.
指標與分析Cost Per Mille (CPM)
Cost Per Mille (CPM) is the cost an advertiser pays for 1,000 impressions of an ad, used in brand awareness campaigns.
指標與分析Customer Acquisition Cost (CAC)
Customer Acquisition Cost (CAC) is the total cost of acquiring a new customer, including marketing and sales expenses.
F
First-Click Attribution
First-click attribution assigns 100% conversion credit to the first touchpoint a customer interacts with in their journey.
指標與分析Frequency (Metric)
Frequency measures how often an individual is exposed to an ad over a given period, indicating repetition intensity.
指標與分析Funnel Metrics
Funnel metrics are quantitative measures tracking user progress through marketing funnel stages (awareness, interest, decision, action).
H
L
Lagging Indicator
A metric that confirms past performance after the fact, used to validate outcomes rather than predict them.
指標與分析Last-Click Attribution
A model that assigns 100% of conversion credit to the last touchpoint a user interacted with before converting.
指標與分析Leading Indicator
A leading indicator is a predictive metric that signals future performance or outcomes before they occur, used to guide proactive decisions.
指標與分析Lifetime Value (LTV)
Lifetime Value (LTV) is the predicted total revenue a customer generates over their entire relationship with a brand.
指標與分析Lift Study
A lift study measures the incremental impact of an ad campaign by comparing outcomes between exposed and unexposed groups.
M
Marginal Return on Ad Spend
The incremental profit generated from each additional dollar of ad spend, measuring efficiency at the margin.
指標與分析Media Mix Modeling
Media Mix Modeling (MMM) is a statistical analysis technique that measures the impact of various marketing channels on sales or KPIs to optimize budget allocation.
指標與分析Multi-Touch Attribution
Multi-touch attribution (MTA) is a marketing measurement model that assigns credit to multiple touchpoints across the customer journey, rather than just the last click.
N
Net Promoter Score (NPS)
A metric measuring customer loyalty by asking how likely they are to recommend a brand, scored 0-10, classifying promoters, passives, and detractors.
指標與分析North Star Metric
A single, actionable metric that best captures the core value your product delivers to customers, guiding company-wide decisions and growth.
P
Payback Period
Payback Period is the time it takes for revenue from a customer to recoup the initial cost of acquiring them.
指標與分析Performance Marketing
A data-driven advertising approach where advertisers pay only for measurable outcomes like clicks, leads, or sales.
指標與分析Pixel Tracking
Pixel tracking uses a small piece of code (pixel) on a website to collect data on user actions, enabling ad attribution and retargeting.
指標與分析Platform-Reported ROAS
ROAS as reported by an ad platform (e.g., Meta, Google), typically using last-click attribution and platform-tracked conversions, not full-funnel or offline revenue.
指標與分析Post-Purchase Survey Attribution
A method of attributing conversions to marketing touchpoints by asking customers about their purchase journey in a post-purchase survey.
R
Reach
Reach is the total number of unique users who see your content or ad within a given period.
指標與分析Retention Rate
The percentage of users who continue to use a product or service over a given period, measuring customer loyalty and engagement.
指標與分析Return on Ad Spend (ROAS)
ROAS measures revenue generated per dollar spent on advertising, indicating campaign profitability.
指標與分析Return on Investment (ROI)
A metric that measures the profitability of an investment by comparing the gain or loss relative to its cost, expressed as a percentage.
T
V
Vanity Metric
A metric that looks impressive on a report but doesn't correlate with meaningful business outcomes like revenue or retention.
指標與分析View-Through Rate
View-Through Rate (VTR) is the percentage of ad impressions that result in a view-through conversion, typically measured within a specific attribution window after a user views an ad without clicking.