Make sense of your marketing numbers.
Understand what you spend, what you get back, and what to check before making your next decision.
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Plain-English explanations of ad budgets, ROAS, CAC, CPC, and software comparisons. No pitch for marketing services.
Latest articles
Straightforward guides for better marketing decisions.
Customer Acquisition Cost (CAC): Formula and Costs to Include
Learn the customer acquisition cost formula, which expenses belong in CAC, and how to compare acquisition costs with customer value using a practical example.
How to Calculate ROAS and Find Your Break-Even Point
Spending money on Google Ads? Here’s how to calculate ROAS, understand a 4x return, and figure out whether your ad spend is actually paying off.
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Advertising costs
Ad budgets, acquisition costs, and the cost of a click.
Marketing analytics
ROAS, attribution, and understanding results.
Software comparisons
What to compare before choosing a tool.
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Marketing guides
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Analytics
Learn what your reports can tell you—and what they leave out.
Calculator resources
Review formulas and the inputs behind them.
Start with the question, not the dashboard.
Are you trying to control spending, understand sales, or compare channels? Pick the question first. Then choose a metric that helps answer it.
A low cost per click can look encouraging, but it does not tell you whether those clicks became customers. Read costs and outcomes together.
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Examples explain an idea; they are not evidence of typical results. Hypothetical numbers should always be identified, and a formula should never be presented as a working calculator.