Know which marketing actually pays.
36 plain-English guides to attribution, return on ad spend, privacy changes and client reporting. Every statistic links to where it came from.
Metrics
- Metrics
Blended ROAS and marketing efficiency ratio (MER) explained
Marketing efficiency ratio (MER) and blended ROAS explained: how to calculate MER from real revenue and total spend, and why it beats adding up platform ROAS.
3 min read · 62.6% Share of total media spend going to awareness …
- Metrics
Break-even ROAS: the number every advertiser should know
How to calculate break-even ROAS from your contribution margin, with a worked example and margin table, so you know the minimum ROAS an ad campaign must hit.
3 min read · 56.88% Average gross margin for US apparel companies,…
- Metrics
Cost per lead: how to measure it and what moves it
Cost per lead explained: how to calculate CPL, 2026 search ad benchmarks by industry, and why cost per qualified lead matters more than the cheapest leads.
3 min read · $66.69 Average cost per lead for search advertising i…
- Metrics
Customer acquisition cost: how to calculate the real number
How to calculate customer acquisition cost (CAC) honestly: which costs to include, why ad spend alone understates it, and how to count only real new customers.
3 min read · 24.5% Labor's share of total marketing budgets in 20…
- Metrics
Customer lifetime value without the jargon
Customer lifetime value (CLV) in plain English: a simple formula using your own sales records, why to use profit not revenue, and how CLV sets your ad budget.
3 min read · 5–25x How much more it can cost to acquire a new cus…
- Metrics
ROAS vs. ROI: the difference that decides your ad budget
ROAS vs ROI explained: why a strong return on ad spend can still lose money, how to calculate each one, and which number should decide your ad budget.
3 min read · 37.76% Average gross margin across US companies, Janu…
- Metrics
The LTV to CAC ratio: what a healthy number looks like
What is a good LTV to CAC ratio? How to calculate it with profit, why 3 to 1 is the usual benchmark, and when a ratio that looks too high means you should grow.
3 min read · Above 3:1 LTV to CAC ratio of the best SaaS businesses, …