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Performance

Consent mode

Definition

Consent mode is a mechanism that adjusts how analytics and advertising tags behave based on a user's consent choices, allowing modelled measurement when tracking consent is withheld.

Rather than firing or not firing, tags receive a consent state and adapt — sending cookieless pings that platforms use to model the conversions they cannot observe directly. This preserves aggregate measurement while respecting the user's decision.

Implementation errors are common and expensive: defaults set to granted, consent state not passed server-side, or a banner that records a choice it never transmits. Any of these produce both a compliance exposure and unreliable data.

More in Performance

Attribution window

An attribution window is the period after an ad interaction during which a resulting conversion is credited to that ad — commonly 1, 7 or 28 days for clicks and 1 day for views.

CAC (Customer Acquisition Cost)

CAC is the total sales and marketing cost required to acquire one new paying customer over a given period, including media spend, agency fees, tooling and salaries.

Cohort analysis

Cohort analysis groups customers by a shared starting characteristic — usually acquisition month — and tracks their behaviour over time, revealing retention and value patterns that blended averages hide.

Contribution margin

Contribution margin is revenue minus all variable costs — cost of goods, shipping, payment fees, returns and marketing — showing what each sale actually contributes toward fixed costs and profit.

Conversion rate

Conversion rate is the percentage of visitors or sessions that complete a defined action — a purchase, form submission or booking — within a measurement period.

CPL (Cost Per Lead)

CPL is advertising spend divided by the number of leads generated. It measures top-of-funnel efficiency but says nothing about whether those leads are qualified or ever convert.

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