Field,Your value,Unit or definition,Source,Observed or estimated,As-of date
Acquisition period,,Dates,,,
Outcomes as of,,Date,,,
Channel,,Text,,,
Currency,,Currency code,,,
Revenue horizon,,First job or declared period,,,
Ad spend S,,Currency,,,
Other marketing costs F,,"Currency; include sales labor/commission here or in margin, never both. CAC covers only entered costs.",,,
Paid clicks C,,Optional count; blank for a separate non-click cohort. No per-click output when blank.,,,
Unique inquiries L,,Deduplicated count,,,
Qualified leads Q,,Subset of L,,,
Won customers W,,Subset of Q,,,
Net revenue per customer V,,Currency over declared horizon,,,
Contribution margin m,,Percentage before acquisition,,,
Contribution to retain r,,Percentage of contribution before marketing to keep,,,