What is customer acquisition cost (CAC)?

Experience generation is the process of composing a personalized landing page or URL experience in real time from detected visitor signals, rather than selecting from a library of pre-built variants.

An agentic URL is a website address that functions as an autonomous agent rather than a static destination.

Revenue per session is the average amount of revenue generated per website visit, calculated by dividing total revenue by total sessions in a given period. It is a more complete metric than conversion rate alone because it captures both the likelihood of conversion and the value of each one.

Customer acquisition cost is the total amount a business spends to acquire one new paying customer, calculated by dividing total acquisition spend by the number of new customers gained in a given period. In digital marketing, CAC is directly affected by the efficiency of both ad targeting and the post-click experience.

Google Ads Quality Score is a rating from 1 to 10 that Google assigns to each keyword in a Google Ads account, reflecting how relevant the ad, keyword, and landing page are to what a user searched for.

Message match is the degree of consistency between what an ad promises and what a visitor experiences when they land on the page after clicking. High message match means the visitor sees the same language, offer, and context on the landing page that the ad used, which creates continuity and confirms they clicked to the right place.