Affiliate commission
Cash paid to publishers when attributed orders clear under affiliate rules.
View term →Glossary
Short definitions aligning calculator inputs with operator vocabulary—not exhaustive accounting textbooks.
AOV
Average order size: slice revenue divided by order count—with tax/shipping counted the same each month.
View term →ARPU / ARPA
Average revenue per paying logo or seat in the slice you grouped.
View term →ARR
Often ARR ≈ twelve times MRR shown as a monthly run rate for planning—not the same wording finance uses on official revenue recognition.
View term →Break-even CPC
The highest cost per click you can afford before a campaign loses money under your guesses for gross profit per order and conversion to purchase.
View term →Break-even ROAS
The ROAS on attributed revenue needed so ad spend is covered by gross margin dollars—not full office rent.
View term →CAC
Acquisition spend you assign divided by how many fresh paying customers you credit in that same window.
View term →CAC payback period
Months of gross profit you need—per customer—to earn back acquisition spend.
View term →Churn rate (logo churn)
What share of the starting cohort you lost inside the timeframe you framed.
View term →Click rate (among openers)
CTOR: clicks counted among opens—not clicks divided by the whole mailing list.
View term →Conversion rate
Share of a clear baseline group—visits, sessions, leads—that finished the goal you named.
View term →CPA
Ad spend divided by your chosen outcome—trial, signup, sale, demo, etc.
View term →CPC
What you paid on average for one ad click.
View term →CPM
Cost per one thousand impressions—how you buy or compare reach buys.
View term →CTR (Click-through rate)
Clicks divided by impressions on the placement you measured.
View term →EPC (Earnings per click)
Commissions attributed to sales divided by affiliate-tracked outbound clicks.
View term →Gross margin
Sales minus COGS as a percentage of revenue—nothing below gross profit counted here.
View term →GRR / Gross Revenue Retention
Keeps recurring revenue minus churn/downgrades—not counting upsells—so you see core leakage before counting expansion separately.
View term →LTV
A simple lifetime earnings sketch from average revenue, margin, and churn—not a prophecy.
View term →LTV:CAC ratio
Lifetime sketch divided by acquisition cost using numbers you willingly paired upfront.
View term →MRR
Monthly recurring revenue: paying subscribers times the recurring monthly revenue you attach to each after any annual-to-monthly split you use.
View term →Net profit (quick model)
Revenue minus a lump sum of expenses you chose to lump for a planning pass—not audited net income.
View term →NRR / Net Dollar Retention
Whether recurring revenue grew or shrank on existing customers once you fold expansions, downgrades, and churn dollars together.
View term →Open rate
Opens counted by your ESP divided by mailed messages that counted as delivered.
View term →ROAS (Return on ad spend)
Revenue you attribute to ads divided by what you spent on those ads, using one clear time window.
View term →ROI
Return compared to everything you counted as investment—often wider than ads alone when people say "full ROI."
View term →