Metrics glossary

Every number in CrunchJunkie comes straight from the source it belongs to — Google Ads, GA4, Meta, and the rest report their own metrics, and we surface them unchanged rather than recalculating them behind the scenes. The definitions below explain what each metric means and how it's normally derived, so you can explain any figure to a client with confidence. A quick note on attribution and rounding: platforms count conversions and revenue using their own attribution windows and models, so the same sale can be reported slightly differently by two channels. That's expected, not an error — when you blend channels in one widget, you're adding each platform's own count, not reconciling them into a single source of truth.

Impressions: how many times an ad was shown. Clicks: how many times people clicked it. CTR (click-through rate): clicks divided by impressions, as a percentage — a measure of how compelling the ad is. CPC (cost per click): spend divided by clicks — what you pay, on average, for each visit. Cost (spend): the total amount spent in the period. Conversions: the count of valued actions the platform attributes to your ads (a purchase, lead, sign-up — whatever you've set up to track). CPA (cost per acquisition): spend divided by conversions — what each conversion costs you. ROAS (return on ad spend): conversion value (revenue) divided by spend, usually shown as a ratio such as 4.0× — for every euro spent, four came back. These efficiency metrics are the ones clients care about most, which is why they make good scorecards with a comparison period attached.

Sessions: visits to the site — a single user can have several. Engaged sessions: GA4's count of sessions that lasted longer than ten seconds, had a key event, or had two or more page views — its definition of a visit that genuinely went somewhere. Engagement rate: engaged sessions divided by total sessions, as a percentage; it's GA4's modern replacement for the old "bounce rate" thinking, read the opposite way (higher is better). Key events: GA4's term for the events you've marked as important (formerly "conversions" in older GA). Revenue: the monetary value GA4 records against purchase or other revenue events. Users: the number of distinct people, as opposed to sessions. Reading volume (sessions, users) alongside quality (engagement rate) and outcome (key events, revenue) gives a fuller picture than any single metric on its own.

These come from AI Visibility scans, not ad platforms. Visibility %: how often your brand appears across all tracked prompts and models — your overall presence in AI answers. Share of Voice: your slice of total brand mentions versus the competitors you track — who owns the conversation in your category. Sentiment: how positively or negatively a mention describes you, scored across the answers where you appear. Average Position: where your brand tends to land within an answer when it does appear (earlier and more prominent is better). Mention gap: not a score but a filter — prompts where a tracked competitor is mentioned and you are not. It's the most actionable lens in the product, because each gap is a specific prompt you could realistically start winning. All of these can be filtered by model, by prompt intent (Discovery/Brand/Competitor), and by tag.

The GEO Audit produces a single 0–100 readiness score that summarises how well a site is positioned to be crawled, parsed and cited by AI engines. It's a weighted blend of five categories: AI crawler access (30), content accessibility / SSR (30), structured data (20), technical SEO hygiene (15) and llms.txt (5). Read it as a positioning measure, not a results measure: a high score means "this site has removed the technical barriers to being cited," whereas whether the brand is actually cited is tracked separately by the Visibility % metric on the AI Visibility tab. Keeping the two apart is deliberate — fixing readiness is necessary but not sufficient, and pairing the two tells the honest story.