Glossary

Every D2C metric, defined with a rupee example

The metrics a founder actually needs, from ROAS and CAC to AOV and MER, each defined plainly, with how it’s calculated and a worked example in rupees. Term pages publish shortly.

• ROAS
• CAC
• AOV
• LTV
• CPM
• CPC
• CTR
• CVR
• MER
• Blended ROAS
• Contribution margin
• Advantage+ Shopping
• Performance Max
• Attribution window
• Incrementality
• Creative fatigue
• Hook rate
• Thumb-stop ratio
• Retention cohort
• Payback period
• CLV:CAC ratio
• Checkout abandonment