Contrast glossary

Acquisition terms, explained twice.

Each term has two readings: first what it means for a business owner, then the precise meaning Contrast gives it in its engagements. Terms are grouped by stage: measure, attract, convert, and the specific case of real estate.

44 terms · Last updated

  1. 01 Measuring what produces clients Attribution, MER, ROAS… 14 terms
  2. 02 Attracting the right people Google Ads, Negative keywords, Meta Ads… 13 terms
  3. 03 Turning a visit into a client Landing page, Conversion rate, Cart abandonment… 9 terms
  4. 04 Real estate development terms PPE, Pre-sale threshold, Off-plan sale… 6 terms
  5. 05 The Swiss framework nFADP, UCA… 2 terms

01 · Measure

Measuring what produces clients

14 terms

  1. Attribution

    Knowing where each enquiry and each client comes from: which ad, which search, which channel.

    Full entry

  2. Formula

    MER · Marketing Efficiency Ratio

    Total revenue divided by total marketing spend over a given period.

    Full entry

  3. Formula

    ROAS · Return On Ad Spend

    For each franc spent on advertising, how many francs of revenue came back.

    Full entry

  4. Formula

    Cost per enquiry

    What it costs, on average, for one person to contact you after a campaign.

    Full entry

  5. Formula

    Customer acquisition cost · CAC

    What you need to spend, all in, to win a new client.

    Full entry

  6. Formula

    LTV · Customer lifetime value

    What a customer brings you over the whole relationship, not just on their first purchase.

    Full entry

  7. Formula

    CPA · Cost per action

    What each action you track costs in advertising: a purchase, a sign-up, an enquiry.

    Full entry

  8. Formula

    Average order value · AOV

    The average amount of an order on your online store.

    Full entry

  9. UTM parameters

    Tags added to the end of a link to know where each visit comes from: which campaign, which ad, which email.

    Full entry

  10. Offline conversions

    Sending Google and Meta what happened after the form: meeting, signed quote, sale.

    Full entry

  11. Enhanced Conversions

    A way of helping Google Ads recognise that a person who clicked became a client, even when cookies are no longer enough.

    Full entry

  12. CAPI · Conversions API

    Meta's equivalent of Enhanced Conversions: sending conversions from the server rather than the browser.

    Full entry

  13. GA4 · Google Analytics 4

    Google's audience measurement tool, the one that tells you how many people visit the site and what they do there.

    Full entry

  14. Consent Mode

    The mechanism that adapts Google's measurement to the choice the visitor made on the cookie banner.

    Full entry

02 · Attract

Attracting the right people

13 terms

  1. Google Ads · Search

    The ads that appear at the top of Google when someone types a search.

    Full entry

  2. Negative keywords

    The searches for which you refuse to let your Google ad appear.

    Full entry

  3. Meta Ads

    Ads shown on Facebook and Instagram to people who are not searching for anything at that moment.

    Full entry

  4. Instant form · Meta

    A form that opens directly inside Facebook or Instagram, without going through your website.

    Full entry

  5. Lookalike audience

    Asking Meta to find people who resemble your best customers.

    Full entry

  6. Creative fatigue

    The point at which an ad seen too often by the same people stops working.

    Full entry

  7. Formula

    CPM · Cost per mille

    The price paid for your ad to be shown a thousand times.

    Full entry

  8. Formula

    CTR · Click-through rate

    Out of a hundred people who see your ad, how many click.

    Full entry

  9. Performance Max

    A Google campaign type that runs everywhere (search, YouTube, Gmail, Maps, partner sites) from a set of visuals and texts.

    Full entry

  10. Remarketing

    Showing an ad to someone who has already visited your website without contacting you.

    Full entry

  11. SEO · search engine optimisation

    Making your website appear in Google's results without paying for each click.

    Full entry

  12. GEO · Generative Engine Optimization

    Being cited in the answers of assistants such as ChatGPT, Perplexity or Google's AI Mode when someone asks them a question about your field.

    Full entry

  13. Local SEO

    Appearing when someone searches for your service with the name of a town or region, including on the map.

    Full entry

03 · Convert

Turning a visit into a client

9 terms

  1. Landing page

    A page built for a single campaign, with a single message and a single thing to do.

    Full entry

  2. Formula

    Conversion rate

    Out of a hundred visitors to a page, how many do what you expect of them.

    Full entry

  3. Formula

    Cart abandonment

    A visitor adds a product to the cart, then leaves the store without buying.

    Full entry

  4. Conversion funnel

    The stages a prospect goes through, from first view to purchase, and how many people drop off at each one.

    Full entry

  5. Qualification

    Sorting incoming enquiries to spend time on those that can become clients.

    Full entry

  6. Lead scoring

    Giving each enquiry a score to know which one to call back first.

    Full entry

  7. Speed to lead

    The time between an enquiry arriving and the first contact with the person.

    Full entry

  8. Automated follow-up

    Messages sent automatically to someone who asked for something but has not yet decided.

    Full entry

  9. CRM

    The tool where your contacts, enquiries and the status of each sales conversation live.

    Full entry

04 · Real estate

Real estate development terms

6 terms

  1. PPE · Swiss condominium ownership

    The Swiss system that lets you own an apartment in a shared building (propriété par étages).

    Full entry

  2. Pre-sale threshold

    The share of units that must be reserved or sold before construction can start.

    Full entry

  3. Off-plan sale

    Selling an apartment before or during construction, on the basis of plans, visuals and a specification.

    Full entry

  4. Brochure request

    A potential buyer's first concrete sign of interest in a real estate development.

    Full entry

  5. Property portals

    The listing sites where most buyers look for property, and where most developers publish their units.

    Full entry

  6. Referrer

    A person who, without being a client, recommends you to their own clients: architect, notary, bank adviser, engineer.

    Full entry

05 · The Swiss framework

The Swiss framework

2 terms

  1. nFADP · Swiss Federal Act on Data Protection

    The Swiss law governing what a company may collect about people, and how it must inform them (nLPD in French).

    Full entry

  2. UCA · Swiss Federal Act against Unfair Competition

    The Swiss law that forbids misleading clients or disparaging competitors in communication (LCD in French).

    Full entry

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