Problem-Explainers

ROAS tells you if an ad performed. Contribution margin tells you if the business made money. Here's how to calculate and use both.

CAC payback period tells you how long it takes to recover what you spent acquiring a customer. Here's how to calculate it and what's healthy.

Platform metrics can't tell you what would have happened without the ad. Here's how incrementality testing answers that, and why it matters.

Platform ROAS and blended MER often tell different stories. Here's what each one is actually good for and when to trust which.