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Lifetime Value (LTV) is a calculation of how much a new customer will be worth to your company over their entire lifetime.

This calculation can alter other calculations, such as the acceptable cost of acquiring a new customer. The initial value of that customer may be too low to justify a particular cost, but their LTV could justify the advertising cost to acquire them.

The ratio of conversions for an ad campaign compared to the total number of views or interactions with that ad. A conversion can be defined in several different ways, but is often related to the sale of a product or service.

Two Factor Authentication, often abbreviated 2FA, is a security precaution in which users must use two separate methods of confirming their identity before gaining access to areas of a website that contain sensitive or personal information.

Two factor authentication is considered standard practice in many industries that conduct medical, financial or otherwise personal business online.