Customer Lifecycle

Marketing analysts Matt Cutler and Jim Sterne developed a matrix to break down the customer lifecycle

Customer Journey

A customer journey refers to the entire experience a customer has when communicating with a particular brand.

Cost-per-conversion

This is a cost model that gives payment to a publisher or affiliate partner for every conversion that occurs as a result of their exposure.

Cost-per-Install (CPI)

This is a cost model that gives payment to a publisher or affiliate partner for every install that is generated as a result of their exposure.

Cost-per-Click (CPC)

Cost per Click is a cost model that gives payment to the publisher for every click generated as a result of their exposure.

Cost Models

This is how advertisers purchase campaign inventory, which is agreed by advertisers and publishers before a campaign begins.

Conversion

A conversion occurs when a user completes a desired action. For example, a conversion can be any time a user installs your app.

Conversion Tracking

Conversion tracking is the practice of using tracking links to learn the percentage of users who completed a desired action.