Guides
Long-form explainers that go beyond the calculators — formulas, worked examples, and how to apply the numbers in real campaigns.
What Is ROAS? A Practical Guide for Marketers and Sellers
ROAS (return on ad spend) is revenue divided by ad spend. Learn the formula, break-even ROAS by margin, and when a high ROAS still loses money.
How to Set a Marketing Budget (Revenue-Based Method)
A practical revenue-based method: target revenue → allowable CAC → monthly ad budget, with a worked example and links to free calculators.
How to Calculate Customer Lifetime Value (LTV)
A practical guide to calculating customer lifetime value: the ecommerce method (AOV × frequency × lifespan) and the SaaS method (MRR ÷ churn), with worked examples and how to use LTV in the LTV:CAC ratio.
How to Calculate Customer Acquisition Cost (CAC)
A practical guide to calculating CAC: the simple formula, what belongs in “sales & marketing cost,” worked ecommerce and B2B examples, and how to read CAC next to LTV and payback.
How to Calculate Cost Per Lead (CPL)
A practical guide to cost per lead: the CPL formula, lead definitions that do not lie, worked examples, and how to turn CPL into real CAC with close rates.
How to Calculate Click-Through Rate (CTR)
A practical CTR guide: the formula, worked examples, why “good CTR” depends on channel, and how to use CTR with CPC, CPM, and conversion rate — not in isolation.