20 Must-Know Cannabis Advertising Terms to Demystify Your Digital Ads

Digital advertising comes with a lot of jargon, and if you're not fluent in the terminology, it's easy to lose track of what your campaigns are actually doing. This webinar breaks down twenty essential cannabis advertising terms every dispensary marketer should know, from impression share and CPM to retargeting, attribution windows, and programmatic buying.You'll walk away with a working vocabulary that makes it easier to evaluate agency reports, ask sharper questions, and make more confident decisions about your ad strategy. Whether you're new to digital marketing or just want to sharpen your fluency, this is the reference session you've been looking for.

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Key Insights

CPM and ROAS are the two most foundational metrics for evaluating cannabis campaign efficiency - CPM tells you what you're paying for exposure, and ROAS tells you whether that exposure is generating revenue.
Programmatic advertising automates media buying through real-time bidding, giving cannabis brands access to hyper-targeted audiences across thousands of placements simultaneously without manual negotiation.
Geofencing allows dispensaries to serve ads to consumers who have physically visited specific locations - including competitor dispensaries - making it one of the most conversion-relevant targeting strategies in cannabis retail.
Attribution connects advertising spend to in-store or online conversions, and understanding which attribution model a campaign uses is essential for accurately evaluating what's actually driving dispensary traffic and sales.
Retargeting recaptures high-intent consumers who previously visited your website or engaged with your brand, consistently delivering lower cost-per-acquisition than prospecting campaigns targeting new audiences.

Expert Answers

[{What are the most important cannabis advertising terms for dispensary marketers to know?}

The 20 terms covered in this webinar form the core vocabulary for digital advertising in cannabis: impressions, CPM, CTR, CPC, ROAS, programmatic advertising, DSP, display advertising, geofencing, retargeting, attribution, conversion rate, frequency cap, reach, share of voice, audience segmentation, creative assets, call to action, landing page optimization, and campaign objectives. Of these, CPM, ROAS, geofencing, and attribution are the ones dispensary teams encounter most often in agency conversations and campaign reviews.

{What is CPM and why does it matter for cannabis advertising?}

CPM stands for cost per mille, meaning the cost per 1,000 impressions. It is the standard pricing model in programmatic and display advertising, including cannabis-compliant channels. For dispensary marketers, CPM tells you how efficiently your budget is buying exposure - a lower CPM means more people seeing your ads for the same spend. Cannabis CPMs can vary significantly by channel, targeting precision, and creative format. Understanding CPM lets you compare channel costs apples-to-apples and negotiate more confidently with advertising partners.

{What is ROAS and how should dispensaries measure it?}

ROAS stands for return on ad spend. It measures revenue generated for every dollar invested in advertising. For dispensaries, ROAS is typically measured by tracking the revenue from customers who converted after seeing or clicking an ad, divided by the total campaign spend. A ROAS of 3x means you generated three dollars in revenue for every one dollar spent on advertising. Most cannabis dispensary teams target a minimum ROAS of 3x to 5x depending on product margins and customer lifetime value. ROAS is most meaningful when paired with solid attribution tracking that connects ad exposures to actual in-store or online purchases.

{What is geofencing and how do dispensaries use it?}

Geofencing is a targeting technique that creates a virtual geographic boundary around a physical location. When someone's device enters that boundary, they become eligible to receive your ads. Dispensaries use geofencing to target consumers who visit competitor locations, attend cannabis events, or spend time in high-traffic areas near the dispensary. Because geofencing targets people based on physical behavior rather than just demographic assumptions, it tends to produce audiences with stronger purchase intent than broad demographic targeting. Geofencing campaigns work especially well for driving first-time store visits and repositioning brand awareness within a competitor's customer base.

{What is attribution and why is it critical for cannabis marketing accountability?}

Attribution is the process of connecting advertising activity to a measurable business outcome - like an in-store visit, online order, or menu click. In cannabis advertising, attribution is complicated by the lack of direct tracking pixels on some platforms and the patchwork of compliant ad channels. Common attribution models include last-touch (crediting the final ad seen before conversion), first-touch (crediting the first ad that introduced the customer), and multi-touch (distributing credit across multiple touchpoints). Dispensaries should always ask their advertising partner which attribution model is being used and how conversions are being measured, since the choice of model significantly affects how campaign performance is reported and evaluated.

{What is the difference between reach and frequency in cannabis campaigns?}

Reach is the total number of unique individuals who see your ad. Frequency is how many times each of those individuals sees it on average. In cannabis advertising, both metrics matter for different reasons. Reach is a priority for brand awareness campaigns where the goal is to expose as many relevant consumers as possible to your dispensary. Frequency becomes more important for conversion campaigns, where repetition helps move high-intent consumers from awareness to action. Most programmatic campaigns benefit from a frequency cap - a limit on how many times any one person sees the same ad - to avoid wasting budget on oversaturation and ad fatigue.]

Webinar Highlights

0:30 – Session overview and why advertising terminology matters

The presenter opens by addressing a common frustration dispensary marketers face: walking away from agency presentations more confused than when they started. The session reframes advertising terminology not as jargon to be tolerated but as a practical toolkit that gives dispensary teams the power to evaluate campaigns, hold partners accountable, and make confident budget decisions.

4:00 – Impressions, reach, and frequency explained

The first group of terms covers the basics of advertising exposure: what an impression counts (a single display of your ad), how reach measures unique individuals, and how frequency tracks how many times each person sees your message. The presenter connects these numbers directly to campaign planning, explaining how dispensaries should think about reach-versus-frequency tradeoffs depending on whether the campaign goal is awareness or conversion.

9:00 – CPM, CPC, and CPA: understanding how digital advertising is priced

This section walks through the three most common pricing models in digital advertising. CPM (cost per thousand impressions) is the standard in programmatic and display. CPC (cost per click) is common in search advertising. CPA (cost per acquisition) ties cost directly to a completed conversion event. The presenter explains when each model is appropriate for cannabis campaigns and how to use these metrics to benchmark whether a campaign is delivering competitive value.

15:00 – Programmatic advertising, DSPs, and how cannabis-compliant inventory works

The webinar explains programmatic advertising as the automated, real-time buying and selling of digital ad inventory. A DSP (demand-side platform) is the technology advertisers use to access that inventory. For cannabis brands, not all programmatic inventory is compliant - the presenter explains how cannabis-specialized platforms like MediaJel curate compliant placements so dispensaries can run programmatic campaigns without the risk of appearing on non-compliant publishers.

20:00 – Geofencing, retargeting, and audience segmentation

This section covers the targeting capabilities that make digital advertising particularly powerful for dispensaries. Geofencing enables physical-behavior-based targeting around specific locations. Retargeting recaptures users who already showed intent by visiting your website or menu. Audience segmentation allows campaigns to serve different messages to different consumer groups. Together, these three strategies form the core of a high-performance cannabis digital advertising strategy.

24:00 – Attribution, ROAS, and measuring what actually matters

The final section focuses on measurement: how to connect advertising investment to real business outcomes. The presenter explains attribution models, defines ROAS as the primary ROI metric for cannabis campaigns, and discusses how dispensary teams should evaluate campaign performance reports. The session closes with practical guidance on what questions to ask advertising partners to verify that reported results reflect genuine business impact.

Frequently Asked Questions

[ {What are the 20 cannabis advertising terms covered in this webinar?}

The 20 terms are: impressions, reach, frequency, CPM (cost per mille), CPC (cost per click), CPA (cost per acquisition), ROAS (return on ad spend), programmatic advertising, DSP (demand-side platform), display advertising, geofencing, retargeting/remarketing, audience segmentation, attribution, conversion rate, frequency cap, share of voice, creative assets, call to action, and landing page. Each term is explained in the context of cannabis dispensary marketing so that operators can apply them immediately to their own campaign conversations and performance reviews.

{Why should dispensary marketers learn digital advertising terminology?}

Understanding digital advertising terminology gives dispensary marketing teams the ability to evaluate agency recommendations critically, ask informed questions during campaign reviews, and spot when reporting doesn't reflect actual business outcomes. Without this vocabulary, it's easy to accept inflated metrics or approve spend based on terms that sound impressive but don't connect to dispensary revenue. Learning these 20 terms is a practical first step toward running a more accountable, ROI-focused advertising program.

{What is a DSP and do dispensaries need one?}

A DSP, or demand-side platform, is the technology that allows advertisers to buy digital ad inventory programmatically - through automated, real-time bidding across many publishers simultaneously. For cannabis dispensaries, a standard DSP won't work because most don't allow cannabis advertising on their platforms. Cannabis-specialized DSPs like MediaJel have built curated networks of compliant publishers where dispensaries can run programmatic display, video, and audio ads legally and at scale. If your dispensary wants to run programmatic campaigns, you need a cannabis-compliant DSP rather than a general-market platform.

{What is the difference between retargeting and prospecting in cannabis advertising?}

Prospecting campaigns target new audiences who haven't previously engaged with your dispensary - their goal is to build awareness and expand your customer base. Retargeting campaigns serve ads to people who have already interacted with your brand in some way, such as visiting your website, browsing your menu, or engaging with a prior ad. Retargeting audiences are smaller but convert at significantly higher rates because they've already demonstrated purchase intent. A well-balanced cannabis advertising strategy uses prospecting to build the top of the funnel and retargeting to convert the high-intent consumers who fall out before completing a purchase.

{How do dispensaries measure advertising ROI?}

The primary ROI metric for cannabis dispensary advertising is ROAS - return on ad spend - which measures revenue generated per dollar invested in advertising. To calculate ROAS, you need an attribution system that tracks which customers converted as a result of seeing your ads. Common attribution methods for dispensaries include foot traffic tracking (measuring store visits from ad-exposed consumers), pixel-based conversion tracking (for online orders and menu clicks), and promo code attribution (connecting specific campaigns to in-store redemptions). The attribution method matters as much as the ROAS number - always ask your advertising partner exactly how conversions are being measured before evaluating performance.

{What is frequency capping and why is it important for cannabis campaigns?}

A frequency cap limits how many times any single user sees the same ad within a defined time window - for example, no more than 5 impressions per person per day. Without a frequency cap, programmatic algorithms can serve the same ad repeatedly to a small group of highly cookied users, which wastes budget, annoys consumers, and inflates impression counts without increasing actual reach. For cannabis dispensary campaigns, frequency capping is a standard practice that ensures budget is distributed across a broad, relevant audience rather than over-serving a small segment. Most campaign managers set frequency caps between 3 and 7 impressions per user per week depending on campaign type and objectives. ]

Webinar Full Transcript

[ {Full Transcript}

good morning or good afternoon if you're joining us from the East Coast my name is Edward Silva I'll be your host for today's webinar we'll be coming back online in just a moment we're going to allow a couple more minutes for our attendees to join us thank you so much thank you so much for taking the time out of your day we really appreciate the opportunity to present to you yet another webinar in our series today's webinar we're going to be focusing on the 20 must know advertising terms to demystify your digital ads we're going to be focusing on learning these terms and better capitalizing on your ads by doing so on our agenda for today we'll be sharing 20 of the most important advertising terms and providing insight into why they're so crucial so your next marketing meeting is a successful one my name is Eduardo Silva I will be your host for today I have 18 years of sales and marketing experience and I'm really really happy to be part of this industry as well as your host for for today's webinar a little bit about foot traffic foot traffic is a digital advertising agency solely focused in the Cannabis space specifically for dispensaries and delivery services for over five years now we got our starts in uh dispensary marketing Southern California and now we cover North America as a whole servicing all of our clients with a lot of their digital advertising needs in order to better prepare ourselves for the webinar today as we're going to be moving fairly quickly with a lot of content I ask you to take a moment to just take those cell phones and put in face down perhaps even on do not disturb for the next 30 minutes as we're going to be covering a lot a lot of information also take a quick moment to familiarize yourself with the zoom interface there is a Q&A function so find a dialogue box there for Zoom click on that Q&A function we do have panelists here live that will be helping address those questions throughout the webinar do stick around as well we do have a special offer for those attending today but in addition to that we'll be holding a a short Q&A section at the end as well as some next steps that you can take to get started so let's Jump Right In do you remember that confusing quote from rums Rumsfeld years ago about knowing what what you know and knowing what you don't know while they seemed like a riddle at a time I'm sure we are all aware that there's plenty we do not know and we are aware that there is value in filling in those gaps that's today's goal we're going to flush out some of the advertising terms you may or may not have heard of so that next time you talk to an advertising agency or even your internal marketing team you will have the know you need to ask the right questions and create the plans to help generate your dispensary more money we're going to do these alphabetically and there's quite a few as I mentioned we're going to be covering all all of 20 so first and foremost let's start with AB testing AB testing is the act of creating different variants of a landing page email add or other copy and seeing which performs better with your your Target demographic one of the simplest ways to implement AB testing is with email subject lines many email platforms have this feature baked in they allow you to measure which email subject lines leads to either more opens or more clicks you can send some people one subject line and another group a different subject line Al together then you can send your remaining audience an email with the subject line that is more likely to help you reach a specific goal that you set for yourself this is a great way to test campaigns on a small scale before launching them to a larger pool of audience for example you can ab test mobile display ads in two small Geographic areas before running larger broader campaigns to blanket your entire delivery zone or your addressable market for your brick and mor dispensary you can run AB testing on just about anything and the timeline is up to you as well so for example maybe you want to see which landing page converts the most visitors for your Google ads you can run two campaigns for a month to identify the winner then switch to the winning campaign to continue to get more sales can span and Castle can span is a US law that details the expectations for us businesses when it comes to email marketing it's stands for controlling the assault of non-solicited pornographic and Marketing Act its main purpose was to give individuals more protection from spam fishing and other unwanted email messaging if your dispensary is sending out emails or plans on doing so whether they are your deals dispensary updates or a newsletter you need to understand this legislation in order to avoid huge fines to be compliant with can span you need to have a clear opin for your email list your company's name and address in your email and an easy way to unsubscribe from your list Castle stands for Canada anti-spam legislation it is the Canadian equivalent of can span and aims to protect Canadians by deterring deceptive and damaging forms of commercial Communications such as spam fishing identity theft and spy wear to be Castle compliant you must get consent to send emails and provide an easy way to unsubscribe from your list as well conversion we're always talking about conversions here at foot traffic and sometimes we have to stop to explain what it means because it can vary from situation to situation a conversion is the act of someone completing a particular goal for example if you want to collect email addresses and Implement a popup on your website to try to get new subscribers then every time somebody signs up that would be a conversion similarly when you're measuring sales every time someone clicks through to your website and makes a purchase that's also a conversion to gauge the effectiveness of your advertising you will want to know how many people you're reaching and how many of them are converting divide your conversion by the PE the people you have reached and multiply that by one 00 to get your conversion rate a good conversion rate will vary based on your overall goals for the campaign where where your dispensary is located the advertising channel that you're using and how crowded the market in your area is and if you have questions about specific conversion rates in your Market we will put a contact link here in the chat window feel free to request some more information from us happy to do so CTA is a acronym that stands for call to action if you joined one of our previous webinars you know we are always talking about having a CTA on your website or on your ads your CTA is crucial for getting customers to convert basically you want to tell them what to do think buy now order online and sign up those are all calls to action there are two things you need to think about when it comes to ctas the first is the wording it needs to be compelling you really want to convince people to take that next step the second is placement where you put your CTA matters you don't want it to be buried so that no one ever sees it for example we generally want website ctas above the fold that means that we want website V visitors to see the CTA without having to scroll around the website this makes your CTA highly visible and can help increase your overall conversions you should use ctas on your website in your email newsletter in your text messages and in your ads they can include a deal or other incentive to help increase your chances of scoring that ultimate sale your CTR is your clickthrough rate this is the number number of clicks your ad or a particular call to action has received divided by the number of times it was seen and then multiply by 100 when you create relevant copy that attracts the attention of your target audience in your Market you should have a high CTR this will depend on the channel you're using and how crowded your Market is as well if your CTR is low you may need to revise the ad copy or add settings you can troubleshoot this by trying out different copy in the AB testing phase as well you can also make adjustments to the ad perimeters by changing up the demographics with which you are actually targeting so let's say that your mobile Banner display ads are seeing a low CTR to troubleshoot this we might try to change up the text the imagery the targeting parameters or the deal as well each of these can actually be AB tested as well to help find a combination that leads to the highest click-through rate your customer acquisition cost is the amount of AD spend it takes to convert someone into a customer you can figure out this number by dividing your ad span by the number of new customers you've acquired this is an important metric to track so that you can pin point which advertising channels are bringing in new customers at the lowest possible cost if your goal is to increase your customer base this is a useful measurement for determining which advertising channel will help you reach your goal without blowing your budget out of the water display ads are visual ads that appear on apps as well as websites they may be a banner ad or on the top or bottom of the website or they may be in the middle of the copy itself or on the website sidebar display ads can be run on mobile devices on desktops and they can be targeted in a variety of ways you can choose who sees your ads by setting particular perimeters like when they will go live where the ads will appear in particular audience demographics or online behaviors this targeting makes these types of ads really effective when you target people you can create ads that are more relevant to them and more likely to get that conversion rate that you're looking for when you do a search on Google you often get ad popping up at the top of the page each time these ads appear it's considered an impression because Impressions help show how many times your ads has shown up they help you determine also whether you're using the best perimeters to reach the people that you want to reach for example if you run a Google ad and you notice that a week later your impressions are low you may want to check whether you choose the best keywords for your ads overall you can also look at other targeting attributes to broaden the them and increase your overall reach you can measure impressions for Google ads display ads and even search for the latter Google analytics will fill you in on how many times your website has come up as a search results not all Impressions will lead to clicks if you notice that your click-through rate is low while your impressions are high you may want to refine your keywords and better Target who can see your ads ideally you want to Target the right people at the right time so that they're more likely to click on your ads or Link in convert your kpis are the different metrics you are going to track for any of these marketing initiatives it stands for key performance indicators the kpi you want to track will vary based on the ads you are running and your overall goals for example for search engine optimization also known as SEO we would track how many new and recurring visitors stop by your website how long they stay how many pages they visit how many transactions they made and how much money they have spent with this information you can then take the changes to your SEO strategy to make improvements if for example people aren't staying on your website for long you may have a user design problem you can check whether your site is attractive easy to navigate and mobile friendly if it's not you could be driving people away when you measure the right kpi you get Clues into what's working and what's not so that you can improve your overall campaigns and make them more cost effective failing to measure is just letting money go down the drain a landing page is a web page that you link to from an ad this page sole purpose is to get people to convert a landing page needs to have good web copy userfriendly design and easy to see ctas landing pages can be customized for each of the campaigns that you are running so that they are relevant to the specific segment and target audience you are going after for example if you have a new customer Google ads campaign that offers a deal for firsttime customers only you can create a ling page with a special code and a link to your manual simultaneously you can run a different Google ads campaign with a different deal that leads to its own landing page to do this you need to make sure that you are making the most of all of the different perimeters Google allows you to use in order to Target your ads the lifetime value of a customer is the number of the the amount of money a customer is expected to spend over the length of their relationship with your dispensary to get this number first multiply your average transaction amount by your average transaction frequency to get your customer value then multiply that number by your average customer lifespan to get your customer lifetime value we will enter dise equation in into the chat Wile so you can take it away with you but if you need some help calculating this by all means please do feel free to schedule a chat with us here's the thing you already invested money in acquiring this number that was an investment in your relationship if you want to extract the maximum value from that relationship then you need to nurture it and grow loyalty you want them to feel comfortable shopping with you and you want to be t of mind when they think cannabis to do this you will need to focus on a variety of factors including customer service your product catalog your pricing and Deals and your loyalty program overall a lookalike audience is a customer segment that is created because it is similar to another customer segment this is especially useful with the display ads and social media advertising because you're not providing personal information about the customer who purchase from you based on a particular ad creating a lookalike audience provides you the opportunity to Market to people with those similar attributes like online behavior and demographic information this is a great way to expand your reach while still maintaining the data privacy of your customers you can use lookalike audience targeting for display ads Google ads and even social media marketing paperclick means that you pay only when someone clicks on your ad it is often shortened by PPC Google ads is the most common form of paperclick advertising though it's not the only one when you create a PPC campaign you will need to bid on how much you are willing to pay for a click the platform will then determine when and where to show your ads based on their relevance and bid price a winning bid can get you in the top of the search results giving you a lot of visibility similarly there are ads where you pay for Impressions like display ads these ads are built based on how many times they show up rather than how many times people click on them for both of these time of ads you will want to measure your cost per click or your cost per impression to determine their effectiveness we all know that images on your screens are made up of pixels but for the purposes of advertising a marketing pixel is actually a bit of code that allows you to get information about your website visitors online behaviors you can include a pixel on your website that helps you better understand your customer and see what they click on so you can create better advertising for them this information can also help you retarget people who visit your website which is what I'm going to cover next let's say you shop for shoes online yesterday when you go to your social media accounts today you may notice ads for shoes from the same website you were previously browsing this is called retargeting or remarketing retargeting is good for creating brand awareness and staying top of mind it serves as a reminder to potential customers that they are interested in your services and makes it easy for them to find you again you can retarget customers via Google ads or display ads so that when they're finally ready to make that purchase they come to you Revenue attribution is the act of tying your marketing to your sales revenue retribution can help you identify the most profitable advertising channels so you can invest more of your budget into what works for your store with digital marketing you want to know that the money you are investing in Google ads go ads search engine optimization SMS and social media are all resulting in sales as well as how many of those sales can be attributed to each of those specific channels if you want to understand how your ads are performing it's crucial that you get Revenue attribution set up otherwise you risk wasting your advertising dollars we have a webinar solely dedicated to revenue attribution I recommend you check this out because it's so important you can find it under traffic. me webinars and we'll put the link here in the chat for you once again Raz stands for return on ad spend unlike return on investment also known as Roy which should take into account cost of goods sold return on ad spend Focus solely on the amount you put into advertising and the sales that that the advertise in generates to get your return on ad spend divide the revenue attributed to your advertising by the amount you spent on those ads it's so simple with row ads you can compare across advertising channels rather than focusing on just Revenue you can see how many sales you got per dollar spent on Advertising this can provide further insights into which channels are the best for your dispensary in your Market every Market is different and that's why it's important to collect data and measure all of your Revenue attribution foot traffic we do not launch one campaign without this in place if you don't have Revenue attribution set up you will need to be able to accurately Define your your roas so the two go head in head as I mentioned before segmentation is the act of dividing your Act of dividing your context in order to Market to them based on different criteria for example if you are an MSO that operates in multiple States then it's crucial that you implement Geographic segmentation so that you are sending each of your contacts relevant information that relates to the dispensary closest to them you can also create customer segments based on other demographic or behavioral data segmentation can help you get a higher row ad because your advertising and marketing will be more relevant to your different segments you can also provide a basis for running AB testing or for creating unique campaigns for example if you want to bring old customers back to your shop you can create a segment based on last time people made a purchase you can then create a campaign that is sent to individual idual who haven't made a purchase in three months to entice them to stop by your shop once again SEO stands for search engine optimization and it is the process of making your website easier to for search engines to find an index so they can actually generate um more results on those search engines that are more appropriate to the content that you have on your website generally you optimize around relevant keywords that people would like to search for to find your products or Services SEO has been around for a very long time and it's not going anywhere Google's the dominant force in this market and many people turn to it several times a day to find what they want if you want to make search make sure that you show up when somebody's looking for your dispensory in your area then you need to make sure you have a local SEO strategy once again foot traffic was actually built on search engine optimization as a service for our clients in dispensary marketing if you want to learn more about it we're happy to have a conversation and further explore either revamping your strategy or creating a brand new one for you targeting is the act of fine-tuning your ads so that they reach your ideal audience you can Target ads based on a variety of criterias one of the most popular ways to Target ads is geographically so let's say you are in Vegas and you are a dispensary you may want to create mobile display ads that Target tourists at the airport and other popular hotspots and send those people to a special deal or you run a delivery service you can Target the neighborhoods in which you offer delivery and make sure that your ads only show up there how you target your ads will depend on your overall goals for your campaign and who you're trying to reach a knowledgeable dispensary advertising agency can help you nail down your targeting so that you're reaching the right people and that's precisely what we focus on here so let's turn to the audience for any questions once again you do have a Q&A function but we can open up even the chat window here send in any questions you may have let's go ahead and give it a shot wonderful great first question um what terms do you think are most important to be versed in great question um yes there that was a lot of information that we shared here today so let's pick some of those top terms that I find or our team finds most important for the dispensary and delivery service Market first and foremost number one on that list would have to be Revenue attribution if you can't measure it you can't manage it that is a rule by which we operate so Revenue attribution is going to give you exactly how much revenue each one of those marketing channels you're engaged in is generating very very important I would say that the next order of importance here would probably be Ras because once you have Revenue it's fairly simple to get your Ras but Ras is important because it gives you a cost excuse me a revenue per dollar right it's not just about making big Investments but driving higher profits based on each one of those units or those dollar figures that you're investing so Ras would be number two and then I would say the third probably really important as well is going to be conversion rate conversion rate often times leads to a lot of areas of opportunities for all of our clients and we always try to measure this because you go into these different markets some of which are dense markets with a lot of competition and you think that perhaps you're not reaching the right individuals but in reality you're getting a lot of Impressions you're getting a lot of clicks but something on your website is keeping people from actually finishing a sale so conversion rate will uncover a lot of those challenges and pain points and I do believe that if you actually if you were to focus your energy on just these three you should be setting yourself for somewhat of success and you will make it a lot easier for you to find all of the other variables that we discussed here and if you do need help with this once again do not be shy go ahead and schedule a call with us we're happy to share some lessons learned and help help you through this process I want to take a moment to just thank you so much for taking the time once again out of your day to join us uh we really appreciate having the opportunity to speak to you and if you do have an opportunity to we would certainly be very very happy to speak to you offline but have a great rest of your week and we look forward to speaking to you soon thank you so much ]