Guides

A practical guide to ROAS (Return on Ad Spend): definitions, formulas, benchmarks, and common pitfalls.

A concise guide to ROI and ROAS: what each metric measures, how to interpret results, and pitfalls in cost attribution.

Learn how break-even ROAS works using contribution margin, what to include in the model, and how to turn it into a realistic target ROAS.

A practical guide to target ROAS: use contribution margin and allocations for fixed costs and profit to set a ROAS goal that fits your business.

Learn how to define and calculate CAC, what to include in costs, and how to segment CAC for better decisions.

A practical LTV guide: quick models vs cohort-based LTV, unit consistency, and pitfalls with churn and gross margin.

Understand CAC payback: calculation, benchmarks, and levers to improve payback through pricing, margin, and retention.

A guide to churn rate: customer churn vs revenue churn, measurement choices, and how to track churn by cohort.

Learn retention rate definitions, how it differs from churn, and how to measure retention by cohort and segment.

A guide to ARPU: definitions, segmentation ideas, and how ARPU interacts with retention and LTV.

A guide to MRR: definitions, what to include/exclude, and how to decompose MRR changes over time.

ARR is a useful snapshot, but it's easy to misuse. Learn what ARR is (and isn't), and how it differs from bookings and cash.

Learn what LTV:CAC tells you, rough benchmarks, and how churn and payback change what 'good' looks like.

Understand break-even revenue with gross margin and fixed costs, plus tips for improving contribution margin and pricing.