September 10, 2026 · 4 min read
Marketing Jargon Is Exhausting. Let's Translate What Actually Drives Revenue.
Jargon isn't intelligence. Half of it exists to make reports look impressive. Here's the plain-English version.
The terms, translated
CPC: what one click costs. CTR: how often people click. CPA or cost per acquisition: what one customer costs you in ad spend. ROAS: dollars back per dollar spent. CRO: making more of your existing visitors call. KPI: the number someone decided to care about.
The only three numbers most owners need
What did I spend? How many real leads came in? What did I close from them? Everything else is supporting detail for those three.
How to lower your cost per customer
Usually not by bidding less. Block irrelevant searches, improve the landing page, answer the phone faster. Answering on the first ring beats every optimization on this list.
When a report is hiding something
Impressions and reach headlined, leads buried or absent. Ask for leads and cost per lead on page one. If that request is difficult, you've learned something.
Want a report you can read in ninety seconds? That's what MiHi Marketing sends. Ralph Simpson, 720-676-5646.
Call 720-676-5646