Glossary Hub

Stage: Specialist Playbooks

Type: Reference

Full Glossary

Comprehensive glossary of marketing measurement terms used across the Fospha platform and Academy.

Covers: MMM, MTA, ROAS, ROI, CAC, CPA, LTV, CPM, CTR, Incrementality, Full-funnel, Bayesian inference, Shapley values, Adstock, Saturation curves, Halo effect, Unified ROAS, and more.