marketing
A Marketing Metrics Dashboard That Connects to Profit
Design a compact marketing dashboard that connects spend, traffic, conversion, acquisition cost, revenue and contribution profit.
Read guide →Knowledge base
Practical guides for better decisions
Clear definitions, connected formulas and the limitations that dashboards often leave out.
marketing
ACoS vs ROAS: Formulas and Conversion
Understand how ACoS and ROAS express the same advertising relationship from opposite directions and how to convert between them.
Read guide →business metrics
Break-even Analysis for an Online Business
Build a break-even analysis from fixed cost, unit price and variable unit cost, then stress-test volume and product mix assumptions.
Read guide →business metrics
CAC Payback: What Acquisition Cost Misses
Understand customer acquisition cost payback, why timing matters and how contribution profit changes the interpretation of LTV:CAC.
Read guide →marketing
Conversion Rate Denominators: Users or Sessions?
Choose between users, sessions, clicks and leads when calculating conversion rate, and avoid misleading comparisons between analytics reports.
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CPM, CPC and CPA Explained Together
See how CPM, click-through rate, CPC, conversion rate and CPA connect mathematically and diagnose different stages of a campaign funnel.
Read guide →business metrics
Customer Lifetime Value Models Explained
Compare simple, churn-based, cohort and discounted customer lifetime value models and choose a method appropriate for your available data.
Read guide →ecommerce
E-commerce Unit Economics: A Practical Framework
Build an ecommerce unit economics view using order value, gross margin, acquisition cost, contribution margin and customer lifetime value.
Read guide →business metrics
Gross Margin vs Markup: Avoid Pricing Errors
Learn why gross margin and markup produce different percentages, convert between them and select the right metric for pricing and reporting.
Read guide →marketing
How to Calculate ROAS Correctly
Learn how to calculate return on ad spend, align attribution windows, interpret the result and avoid confusing revenue efficiency with profit.
Read guide →ecommerce
How to Increase AOV Without Hiding Lower Profit
Evaluate bundles, thresholds, cross-sells and price changes by their effect on average order value, contribution and conversion rate.
Read guide →marketing
MER vs ROAS: Blended and Attributed Efficiency
Compare marketing efficiency ratio with platform ROAS and learn how blended revenue trends complement channel attribution reports.
Read guide →business metrics
Pricing with Contribution Margin
Use contribution margin to connect price, variable cost, break-even volume and advertising tolerance without confusing revenue with profit.
Read guide →business metrics
Retention Rate vs Churn Rate
Compare customer retention and churn, understand when they are complements and avoid mixing customer, logo and revenue-based measures.
Read guide →marketing
ROAS vs ROI: Which Marketing Metric to Use?
Compare ROAS and marketing ROI, understand their different denominators and learn when each metric gives a more useful business answer.
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