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Percent Change

Percent change is the percentage difference between the starting value and the ending value.. Percent change is frequently used in marketing and advertising to evaluate month-over-month and year-over-year changes in numbers.

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To calculate percent change, enter the starting value and the ending value.

Digital Marketing Terms, Acronyms, Calculations and Formulas

Spend
Spend is the net advertising cost. This does not include management fees, creative or anything else - purely the advertising hard cost.
Impressions
Impressions are the amount of times ads appeared, or were shown, in the given channel. Essentially how many ads were served by the advertising spend.
Cost-per-thousand Impressions (CPM)
CPM is how much it costs in net advertising spend to purchase 1,000 impressions. ((Spend / Impressions)*1000) = CPM
Click-through Rate (CTR)
CTR is the rate at which impressions result in a viewer of the ad clicking on it. If 100 ads are shown and 1 person clicks, that is a 1% CTR. Clicks / Impressions = CTR
Clicks
Clicks are the amount of people who clicked on, or took an action on an ad. The click metric is also commonly associated with the number of website visitors.
Cost-per-click (CPC)
CPC is the average amount paid in advertising spend per click on the ad. Spend / Clicks = CPC
Conversions
Conversions - which could be sales, leads, downloads, email opt-ins - is the total volume of conversion actions attributed to the ad spend.
Conversion Rate
Conversion rate is the rate at which a click turns into a conversion action such as a lead form submission, ebook download, email opt-in, sale, etc. Conversions / Clicks = Conversion Rate
Cost-per-conversion
Cost-per-conversion - often referred to as cost-per-acquisition (CPA) - is the average amount of advertising spend invested per resulting conversion action. Spend / Conversions = Cost-Per-Conversion
Return on Ad Spend (ROAS)
ROAS is a measurement of how much revenue is returned per dollar spent. This can be expressed as a percentage, or a dollar amount. Revenue / Spend = ROAS
Markup
Markup is the difference in price between what a business pays for a product (cost) and what a buyer pays for that same product. Markup is based on the cost of goods paid by the business. Markup is the net revenue amount the business will keep.
Margin
Margin is the difference in price between what a business pays for a product (cost) and what a buyer pays for that same product. Margin is the gross revenue percentage the business keeps.