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Glossary

The Pivix Growth Glossary

Plain-language definitions for lead generation, qualification, funnels and conversion — written for marketers and founders.

92 terms

All terms Conversion & CRO CRM, Automation & Sales Growth, Ads & Tracking Lead Generation & Qualification Lead Pages & Landing Pages Quiz Funnels & Scorecards Targeting, ICP & Segmentation

A

Account-Based AdvertisingLearn how account-based advertising targets named high-value companies with tailored ads, why it outperforms broad campaigns, and how it feeds qualified leads.Account-Based Advertising Acquisition FunnelLearn what an acquisition funnel is, the stages a prospect moves through from first click to qualified lead, and how to optimize each step for growth.Acquisition Funnel Activation RateLearn what activation rate measures, why it predicts retention and revenue, and how to lift the share of new users who reach their first moment of real value.Activation Rate Ad Relevance ScoreDiscover what Ad Relevance Score measures, why it shapes ad costs and reach, and how to align creative with audience intent to raise it.Ad Relevance Score Affiliate MarketingUnderstand affiliate marketing, the performance-based model where partners earn commissions for driving sales, and how to track and qualify affiliate-sourced leads.Affiliate Marketing Attribution ModelingDiscover what attribution modeling is, how different models assign conversion credit across touchpoints, and how to measure a quiz funnel's true impact.Attribution Modeling

B

Bottom of Funnel (BOFU)Learn what bottom of funnel (BOFU) means, how it converts qualified leads into customers, and how scorecard quizzes accelerate the final buying decision.Bottom of Funnel (BOFU)

C

CAC (Customer Acquisition Cost)Learn what CAC means, how to calculate customer acquisition cost, and how qualifying leads with a quiz funnel can lower it sustainably.CAC (Customer Acquisition Cost)Campaign TrackingDiscover what campaign tracking is, how it ties spend to results, and how to measure which campaigns produce qualified quiz-funnel leads.Campaign Tracking Churn RateChurn rate measures the share of customers or revenue lost in a period. Learn how to calculate it and reduce it with better lead qualification.Churn Rate Click FraudLearn what click fraud is, how invalid clicks drain ad budgets, and the tracking and detection tactics that protect your paid campaigns and lead quality.Click Fraud Cohort AnalysisUnderstand cohort analysis, how it tracks groups of users over time to reveal retention and behavior patterns, and how it strengthens lead-funnel decisions.Cohort Analysis Community-Led GrowthUnderstand community-led growth, how peer networks drive acquisition and retention, and how to qualify the engaged members entering your lead funnel.Community-Led Growth Content MarketingContent marketing attracts and converts buyers by publishing valuable, relevant content instead of direct ads. See how it powers a lead-qualification funnel.Content Marketing Conversion API (CAPI)Understand what the Conversion API (CAPI) is, how it sends events directly to ad platforms, and why it stabilizes lead-funnel attribution and ad optimization.Conversion API (CAPI)Conversion Tracking PixelDiscover what a conversion tracking pixel is, how it ties ad clicks to real outcomes like signups and sales, and how to set it up for accurate attribution.Conversion Tracking Pixel Cost Per Acquisition (CPA)Discover what cost per acquisition (CPA) measures, how it differs from CPL, and how qualified quiz-funnel leads reduce CPA for B2B SaaS growth teams.Cost Per Acquisition (CPA)Cost Per Click (CPC)Learn what cost per click (CPC) means, how it is calculated, and how to turn cheap clicks into qualified leads with a scorecard quiz funnel.Cost Per Click (CPC)Cost Per Engagement (CPE)Learn what Cost Per Engagement (CPE) means, how it's calculated, and how to use it to optimize ad spend toward real interactions and qualified leads.Cost Per Engagement (CPE)Cost Per Lead (CPL)Understand cost per lead (CPL), how to calculate it, and how scorecard quiz funnels can lower CPL while raising lead quality for B2B SaaS teams.Cost Per Lead (CPL)Cost Per Mille (CPM)Understand cost per mille (CPM), how it differs from CPC and CPA, and how to read CPM when driving paid traffic into a scorecard quiz funnel.Cost Per Mille (CPM)Custom ConversionLearn what a custom conversion is, how it differs from standard events, and how to use rule-based conversions to measure quiz-funnel leads accurately.Custom Conversion

D

Dark SocialDark social is web traffic from private sharing—DMs, email, and messaging apps—that analytics misattribute as direct. Learn why it matters for growth.Dark Social Data-Driven AttributionDiscover how data-driven attribution uses machine learning to assign conversion credit based on actual touchpoint impact, not fixed rules, in your lead funnel.Data-Driven Attribution Direct TrafficDiscover what direct traffic means, why it inflates with untracked sources, and how brand-aware visitors convert in your quiz funnels.Direct Traffic Display AdvertisingUnderstand display advertising, how banner and visual ads work across the web, and how to convert that awareness traffic into qualified leads.Display Advertising

E

Event TrackingUnderstand event tracking, how it captures specific user actions like clicks and quiz completions, and why it drives accurate lead-funnel optimization.Event Tracking

F

Facebook PixelLearn what the Facebook Pixel (Meta Pixel) is, how it tracks actions for ad optimization and retargeting, and how to deploy it on your funnel pages.Facebook Pixel First-touch AttributionLearn what first-touch attribution is, how it credits the first interaction in a journey, and when it best measures a quiz funnel's demand-generation impact.First-touch Attribution Full-Funnel MarketingDiscover what full-funnel marketing is, why aligning awareness, consideration, and decision stages drives growth, and how quiz funnels orchestrate every stage.Full-Funnel Marketing Funnel AttributionUnderstand funnel attribution, how it maps conversion credit to awareness, consideration, and decision stages, and how it sharpens quiz-funnel optimization.Funnel Attribution Funnel VelocityLearn what funnel velocity means, how to measure how fast leads move through stages, and how quiz-based qualification accelerates pipeline.Funnel Velocity

G

Google Ads Conversion TrackingGoogle Ads conversion tracking measures the actions users take after clicking an ad, feeding outcome data back to Google to optimize bidding and budget.Google Ads Conversion Tracking Google Analytics 4 (GA4)Learn what Google Analytics 4 (GA4) is, how its event-based model works, and how to track quiz-funnel conversions and lead quality across channels.Google Analytics 4 (GA4)Google Tag ManagerDiscover what Google Tag Manager is, how it deploys tags without code changes, and how it powers tracking across quiz funnels and lead-capture pages.Google Tag Manager Growth FunnelLearn what a growth funnel is, the AARRR stages, common drop-off points, and how scorecard quizzes qualify leads as they move through it.Growth Funnel Growth HackingDiscover what growth hacking is, how rapid experimentation drives scalable acquisition, and how it powers quiz-funnel lead generation for SaaS teams.Growth Hacking Growth MarketingGrowth marketing is a data-driven, full-funnel approach that uses rapid experiments to acquire, activate, and retain customers across the entire lifecycle.Growth Marketing

I

Impression ShareUnderstand impression share, how it reveals lost reach from budget or rank, and how to grow it to capture more qualified traffic for your funnel.Impression Share Inbound MarketingInbound marketing pulls in buyers with helpful content and tools so they find you. Learn how quiz funnels convert that intent into qualified leads.Inbound Marketing Incrementality TestingIncrementality testing isolates the conversions a campaign actually caused versus what would have happened anyway. Learn how to run a valid test.Incrementality Testing Influencer MarketingInfluencer marketing partners with trusted creators to reach their audience with credibility. Learn how it drives qualified leads through quiz funnels.Influencer Marketing

K

K-FactorUnderstand the K-factor, the metric borrowed from epidemiology that measures how fast a product spreads through user invitations and referrals.K-Factor

L

Last-touch AttributionLearn what last-touch attribution is, how it credits the final marketing touchpoint before conversion, and where it helps or misleads growth teams.Last-touch Attribution Linear AttributionDiscover linear attribution, a multi-touch model that splits conversion credit equally across every touchpoint, plus when its even weighting helps or misleads.Linear Attribution Lookalike AudienceLearn what a lookalike audience is, how ad platforms model new prospects from your best leads, and how quiz data creates higher-quality seed lists.Lookalike Audience LTV (Lifetime Value)Understand what LTV means, how to calculate customer lifetime value, and how better lead qualification raises it across your quiz funnel.LTV (Lifetime Value)LTV:CAC RatioLearn what the LTV:CAC ratio means, why a healthy 3:1 benchmark matters, and how to use it to make smarter acquisition and budgeting decisions.LTV:CAC Ratio

M

Marketing AnalyticsLearn what marketing analytics covers, how it turns campaign and funnel data into decisions, and how to track quiz-funnel performance from click to qualified lead.Marketing Analytics Marketing Attribution WindowAn attribution window is the time frame in which a conversion is credited to a marketing touchpoint. Learn how window length changes your reporting.Marketing Attribution Window Marketing-Led GrowthLearn what marketing-led growth means, how content and campaigns drive demand, and how to qualify the leads your marketing generates with quiz funnels.Marketing-Led Growth Media Mix ModelingLearn what media mix modeling is, how it attributes revenue across channels without cookies, and how it sharpens budget decisions for lead-gen funnels.Media Mix Modeling Meta Ads FunnelA Meta Ads funnel structures Facebook and Instagram campaigns into awareness, consideration, and conversion stages to guide cold audiences toward purchase.Meta Ads Funnel Middle of Funnel (MOFU)Learn what the middle of funnel (MOFU) is, how to nurture and qualify evaluating leads, and how scorecard quizzes move prospects toward a buying decision.Middle of Funnel (MOFU)Multi-touch AttributionUnderstand multi-touch attribution: how it spreads conversion credit across every touchpoint in the journey to reveal which channels truly drive growth.Multi-touch Attribution

N

Native AdvertisingLearn what native advertising is, how sponsored content blends into the feed, and how to qualify the traffic it generates with quiz funnels.Native Advertising Net Revenue RetentionNet revenue retention shows how recurring revenue from existing customers grows or shrinks over time. See the NRR formula and benchmarks for SaaS.Net Revenue Retention North Star MetricDiscover what a North Star Metric is, how to choose one that reflects real customer value, and how it keeps your whole team rowing toward sustainable growth.North Star Metric

O

Organic TrafficUnderstand what organic traffic is, how it differs from paid visits, and how to convert search-driven visitors into qualified leads with quiz funnels.Organic Traffic Outbound MarketingOutbound marketing proactively reaches prospects via cold email, ads, and calls. Learn how to qualify outbound traffic with a scorecard quiz funnel.Outbound Marketing

P

Paid AcquisitionPaid acquisition is the practice of acquiring new customers through paid advertising channels like search, social, and display, measured by cost and quality.Paid Acquisition Paid TrafficLearn what paid traffic is, how to control cost per acquisition, and how to turn ad clicks into qualified leads using high-converting quiz funnels.Paid Traffic Pay-Per-Click (PPC)Learn what Pay-Per-Click (PPC) advertising is, how it works, and how to turn paid clicks into qualified leads with scorecard quiz funnels.Pay-Per-Click (PPC)Payback PeriodThe payback period is how long it takes a customer's gross margin to recover its acquisition cost. Learn the formula and how to shorten it.Payback Period Performance MarketingPerformance marketing is a measurable, pay-for-results approach where advertisers pay for defined outcomes like clicks, leads, or sales rather than impressions.Performance Marketing Pirate Metrics (AARRR)Understand the AARRR pirate metrics framework — acquisition, activation, retention, referral, revenue — and how to track each stage of your growth funnel.Pirate Metrics (AARRR)Position-Based AttributionUnderstand position-based (U-shaped) attribution, which weights the first and last touchpoints most, plus when its 40-20-40 split helps growth teams.Position-Based Attribution Product-Led Growth (PLG)Learn what product-led growth means, how the product itself drives acquisition and expansion, and how it complements quiz funnels for lead qualification.Product-Led Growth (PLG)Programmatic AdvertisingDiscover what programmatic advertising is, how automated real-time bidding buys ad inventory, and how to qualify the traffic it delivers.Programmatic Advertising

Q

Quality Score (Ads)Understand Quality Score in paid ads, the three factors that drive it, and practical ways to raise it to lower CPC and win more auctions.Quality Score (Ads)

R

Referral MarketingDiscover what referral marketing is, how it turns happy customers into a low-cost acquisition channel, and how to design referrals that actually convert.Referral Marketing Referral ProgramLearn what a referral program is, the reward models that drive participation, and how to structure one that delivers qualified leads instead of empty signups.Referral Program Referral TrafficLearn what referral traffic is, how to grow high-quality backlinks and partnerships, and how to convert referred visitors into leads with quiz funnels.Referral Traffic RemarketingUnderstand what remarketing means, how it re-engages known contacts through email and ads, and how to win back quiz drop-offs in a lead-qualification funnel.Remarketing Retargeting CampaignLearn what a retargeting campaign is, how pixel-based ads re-engage past visitors, and how to use it to recover quiz drop-offs and qualify warmer leads.Retargeting Campaign Retention RateUnderstand retention rate, why it is the engine of sustainable SaaS growth, how to measure it correctly, and practical ways to keep more customers active over time.Retention Rate ROAS (Return on Ad Spend)What ROAS means, how to calculate return on ad spend, the difference from ROI, and how lead quality changes the profit behind the number.ROAS (Return on Ad Spend)ROI MarketingUnderstand ROI marketing, how to calculate return on marketing investment, and how attribution and lead quality shape the numbers you report.ROI Marketing

S

Sales-Led GrowthUnderstand sales-led growth, how a dedicated sales team drives revenue for complex deals, and how lead-qualification quizzes feed a high-touch pipeline.Sales-Led Growth Search Engine Marketing (SEM)Learn what Search Engine Marketing (SEM) is, how paid search captures high-intent traffic, and how to convert it with scorecard quiz funnels.Search Engine Marketing (SEM)Search Engine Optimization (SEO)Learn what Search Engine Optimization (SEO) is, how it drives organic visibility, and how it feeds qualified visitors into your quiz funnels.Search Engine Optimization (SEO)Server-Side TrackingLearn what server-side tracking is, how it improves data accuracy and privacy compliance, and why it matters for quiz-funnel lead attribution.Server-Side Tracking

T

Time-Decay AttributionLearn how time-decay attribution gives more conversion credit to touchpoints closer to the sale, when it fits, and the pitfalls of its recency bias.Time-Decay Attribution Top of Funnel (TOFU)Understand the top of funnel (TOFU): how awareness-stage content attracts strangers and how quizzes turn anonymous traffic into known, scored leads.Top of Funnel (TOFU)Tracking PixelUnderstand what a tracking pixel is, how this tiny piece of code records visitor behavior for analytics and ads, and where it fits in a lead funnel.Tracking Pixel Traffic Quality ScoreUnderstand what a traffic quality score is, how it rates the value of your visitors beyond raw volume, and how to use it to spend ad budget smarter.Traffic Quality Score

U

U-Shaped AttributionLearn how U-shaped attribution splits credit between the first and last touch, why it favors discovery and conversion, and how to apply it to quiz funnels.U-Shaped Attribution UTM ParameterUnderstand what a UTM parameter is, the five standard tags, and how to structure them so your quiz-funnel attribution stays clean and reliable.UTM Parameter UTM TrackingLearn what UTM tracking is, how it attributes traffic to campaigns, and how to use it to measure quiz-funnel lead quality across channels.UTM Tracking

V

Viral CoefficientLearn what a viral coefficient is, how to calculate it, and why a value above 1 drives self-sustaining, compounding user growth for SaaS products.Viral Coefficient Viral LoopUnderstand the viral loop, the role of the viral coefficient and cycle time, and how shareable quizzes turn each user into a source of new leads.Viral Loop

W

W-Shaped AttributionUnderstand W-shaped attribution, which credits the first touch, lead conversion, and opportunity creation, and how it suits longer quiz-funnel sales cycles.W-Shaped Attribution

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