A type of ad that allows marketers to collect shopper data directly in the ad. Many channels offer lead form ads, in which a consumer can click the ad and be brought to a lead form with having to leave the platform, eliminately steps in the buyer’s journey.**Lifetime Value (LTV) - “**Life Time Value is that which defines unique customer(s) revenue over time. Understanding LTV is critical when justifying the cost + ongoing marketing initiatives to acquire and inspire customers. It is an important metric to OWN,” Zeb Pirkey, Director of Client Performance at Structured Agency.