Glossary
All terms used in DURUM.ai, explained simply.
Acquisition & Funnel
| Term | Definition |
|---|---|
| Lead | Person who filled out your form: first contact with your business |
| Application | Lead who completed an additional qualification step (detailed form, information request) |
| Booking | Appointment booked: date the reservation was created |
| Meeting | Scheduled appointment: actual planned date of the meeting |
| No-show | Booked appointment where the person didn't show up |
| Funnel | Conversion funnel: the complete journey from ad impression to sale |
| Bottleneck | Weak point in the funnel where a significant percentage of prospects drop off |
| Pipeline | All sales opportunities in progress at various stages |
Rates & Ratios
| Term | Definition |
|---|---|
| Show Rate | Percentage of people who show up for their appointment |
| Close Rate | Percentage of attended appointments that become sales |
| CTR | Click-Through Rate: percentage of people who click after seeing the ad |
| ROAS | Return on Ad Spend: revenue generated divided by ad spend |
| ROI | Return on Investment: similar to ROAS, measures the return on your investment |
| Margin | Percentage of revenue remaining after expenses |
Costs
| Term | Definition |
|---|---|
| CPL | Cost per Lead: ad spend divided by number of leads |
| CPAPP | Cost per Application: spend divided by number of applications |
| CPB | Cost per Booking: spend divided by number of bookings |
| CPA | Cost per Acquisition: spend divided by number of sales |
| CPC | Cost per Click: average cost of each click |
| CPM | Cost per 1,000 Impressions: cost to display your ad 1,000 times |
| CAC | Customer Acquisition Cost: average cost to acquire a new customer |
Advertising
| Term | Definition |
|---|---|
| Meta Ads | Ads on Facebook and Instagram (Meta platform) |
| Impressions | Number of times your ad was displayed |
| Reach | Number of unique people who saw your ad |
| Clicks | Number of clicks on your ad |
Finance
| Term | Definition |
|---|---|
| Average Ticket | Average amount per sale |
| LTV | Lifetime Value: total value of a client over the entire relationship |
| P&L | Profit & Loss: profit and loss statement |
| Commission | Percentage of revenue paid as variable compensation |
Technical & System
| Term | Definition |
|---|---|
| KPI | Key Performance Indicator |
| EOD Report | End-of-Day Report: automatic daily summary |
| Webhook | Instant notification system between applications |