ABBR	DESCRIPTION
AMP	accelerated mobile pages (google)
ARPPU	average revenue per paying user
ARPU	average revenue per user
CAC	customer acquisition cost
CBO	campaign budget optimization
CLV	customer lifetime value
CPA	cost per action/acquisition
CPC	cost per click
CPI	cost per install
CPL	cost per lead
CPM	cost per mille (thousand impressions)
CPR	cost per registration
CPS	cost per sale
CPT	cost per thousand impressions (the same as CPM)
CPV	cost per view
CR	conversion rate
CRM	customer relationship management
CTOR	click to open rate
CTR	click through rate
CVR	conversion value rate
DAU	daily active users
EM	earned media
EMV	earned media value
EPI	earnings per install/impression
EPS	earnings per share
ER	engagement rate
KPI	key prformance indicator
LTV	lifetime value
MAU	monthly active users
OKR	objective and key results
OM	owned media
PM	paid media
ROI	return on investment
ROMI	return on marketing investment
RPM	revenue per mille (thousand impressions)
RTB	real time bidding
SEO	search engine optimization