Glossary

A way to track people moving from 'just curious' to 'paying customer'. Each stage has fewer people than the last.

Why it matters: Shows exactly where you lose people, so you fix the leakiest step instead of guessing.

A lead that looks promising from its behavior (viewed pricing, downloaded a guide). Marketing thinks it is worth pursuing.

Why it matters: Filters raw leads down to the ones worth a salesperson's time.

A lead a salesperson has checked and judged a real opportunity. (Not the SQL database language - same letters, different thing.)

Why it matters: The strongest signal before someone becomes a customer.

The total profit you expect from a customer over the whole relationship.

Why it matters: cac only makes sense compared to ltv. A healthy business keeps ltv well above cac (often 3x or more).

A line of your account balance over time. Up and to the right means it is growing.

Why it matters: The shape matters: a smooth climb is healthier than a jagged one ending at the same place.

At any moment, how far the account has fallen from its highest point so far.

Why it matters: Shows the rough patches you would have had to sit through. The worst dip is the max drawdown.

A category of trade pattern - for example breakout, pullback, or reversal.

Why it matters: Splitting results by setup shows which patterns make money and which quietly bleed it.