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 →Knowledge base
Practical guides for better decisions
Clear definitions, connected formulas and the limitations that dashboards often leave out.
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: Users or Sessions?
Choose between users, sessions, clicks and leads when calculating conversion rate, and avoid misleading comparisons between analytics reports.
Read guide →marketing
CPM, CPC and CPA Explained Together
Connect CPM, click-through rate, CPC, conversion rate and CPA mathematically with a worked funnel and a campaign diagnosis matrix.
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 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
Compare bundles, thresholds, cross-sells and price changes by their effect on average order value, contribution profit and conversion rate.
Read guide →marketing
Marketing Metrics Dashboard for Profit
Design a compact marketing dashboard that connects spend, traffic, conversion, acquisition cost, revenue and contribution profit.
Read guide →home
Measure a Room Before Ordering Materials
A concise method for measuring rectangular rooms, openings and paint-project inputs before estimating materials.
Read guide →everyday
Measure Inputs Before You Calculate
A practical method for collecting compatible measurements before using an everyday, home or technology calculator.
Read guide →marketing
MER vs ROAS: Blended and Attributed Efficiency
Compare marketing efficiency ratio with attributed ROAS using formulas, a channel example and a decision table for budget analysis.
Read guide →business metrics
Pricing with Contribution Margin
Use contribution margin to connect price, variable cost, break-even volume, discounts and allowable acquisition cost with worked scenarios.
Read guide →business metrics
Retention Rate vs Churn Rate
Compare customer retention and churn, reconcile the formulas with a cohort example and avoid mixing customer, account and revenue 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.
Read guide →