Glossary

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  • Definition Analytics is the practice of collecting and interpreting data about user behavior and outcomes so you can understand what is working and what needs improvement. Key Takeaways Analytics is only useful when it connects to real outcomes like qualified calls and(...)
  • Definition Anchor text is the clickable text in a link. It tells users and search engines what the linked page is about. Key Takeaways Anchor text should read naturally and clearly describe what the link leads to. Strong internal linking helps visitors move from education to the(...)
  • Definition An API is a set of rules that lets software systems share data and trigger actions, such as sending lead data from a form into a CRM or call platform. Key Takeaways APIs power reliable reporting by connecting marketing systems to admissions systems. In treatment(...)
  • Definition An attribution model is the rule set used to assign credit for a conversion across touchpoints, such as ads, organic search, and repeat visits. Key Takeaways Attribution is a measurement choice, not absolute truth. Treatment journeys often include multiple visits,(...)
  • Definition Average contract value (ACV) is the average revenue value of a customer contract, often used in B2B marketing and sales reporting. Key Takeaways ACV is most relevant when you sell contracts or recurring services. For treatment operators, a similar concept is revenue(...)
  • Definition Average order value (AOV) is the average amount a customer spends per purchase, commonly used in ecommerce. Key Takeaways AOV is not a perfect fit for treatment providers, but the idea of value per conversion still matters. For providers, consider value per assessment(...)
  • Definition Awareness is the stage where people first learn about a brand or service, often before they are ready to take immediate action. Key Takeaways Awareness campaigns can support pipeline, but they should still be measurable. In treatment marketing, awareness must be(...)