Glossary of Terms
The words your ads, your calls and your books use, in plain English, with an example for each.
A
- A2P 10DLCA2P 10DLC is the registration US carriers require before a business can text customers from a regular 10-digit number.
C
- Call AreaA call area is the area code of the customer's phone. See how HeadHoncho uses it to group jobs and where it can mislead you.
- Call Tracking NumberA call tracking number is a phone number that forwards to your real phone and tells you which ad, page or truck the call came from.
- Cost Per LeadCost per lead is ad spend divided by leads. At HeadHoncho a lead's cost is spend divided by jobs, never Google's click price.
G
- GCLIDA GCLID is the Google Click ID added to a link when someone clicks your ad. Learn where it lives, what it unlocks, and what breaks it.
O
- Offline ConversionAn offline conversion is a sale that happens off the ad platform and is reported back to Google with the click ID. Here is the definition and an example.
R
- Review GatingReview gating is asking only happy customers for a public review. Google's policy lists selectively soliciting positive reviews as fake engagement.
- ROASROAS is revenue divided by ad spend. Learn the formula, how it differs from ROI, and why a healthy ROAS can hide a loss.
W
- What Counts as a Lead?A lead is a job with a name, a phone and an address. Clicks and calls are not leads. A worked month shows the lead cost as spend divided by jobs.
- What Is a 1099 Subcontractor?A 1099 subcontractor is an independent contractor you pay by the job or on a split, not wages. This entry describes it and links to the IRS.
- What Is a Closing Rate?A closing rate is closed jobs divided by leads. 14 closed of 40 leads is 35%. Here is how HeadHoncho counts it.
- What Is a Lead Source?A lead source is where a job came from. The one typed in and the one measured often disagree. A worked example shows why.
- What Is Gross Margin Per Job?Gross margin per job is what a job leaves after its direct costs. A worked $1,800 job shows 78% before the cut and 39% after.