Guides
Longer explanations of the formulas behind the calculators, each worked through with one set of numbers from start to finish.
CPM, CPC and CPA: one campaign, three prices
CPM, CPC and CPA explained with one campaign worked from start to finish, the formulas that convert between them, and how to compare offers fairly.
ROAS, ROI and break-even ROAS: which number answers which question
ROAS, ROI and break-even ROAS answer different questions. One campaign worked through all three shows when a good-looking ROAS is losing money.
LTV:CAC: working out the ratio honestly
How to calculate the LTV:CAC ratio and CAC payback step by step, with a subscription and a repeat-purchase example, and the four inputs that inflate it.