Practical resources, guides, and models to help marketers and founders scale customer acquisition profitably.
Learn why agencies should include break-even metrics in paid media proposals to explain risk, profitability, CAC, ROAS, and budget decisions.
Learn how agencies can present media plans in simple language focused on business outcomes, budget logic, and client-ready reporting.
Learn how agencies can use forecasting to make proposals more credible, explain expected outcomes, and build stronger client trust.
Learn how ecommerce conversion rate affects CAC, ROAS, revenue, and growth planning before increasing your ad budget.
Learn why ecommerce ROAS can be misleading and how margin, CAC, AOV, discounts, and repeat purchases affect profitability.
Learn how to build an ecommerce marketing strategy focused on profit, CAC, ROAS, conversion rate, and sustainable growth.
The LTV to CAC ratio tells you whether growth is sustainable or burning capital. Here is how to read it, what healthy looks like, and how to act on it.
Customer lifetime value is the most important number for setting acquisition targets. Here is the exact formula, inputs, and how to apply it to real decisions.
Most businesses calculate CAC wrong by leaving out key costs. Here is what customer acquisition cost actually includes, the correct formula, and how to use it.
A media plan with one outcome is just a guess. Scenario planning shows you what happens if performance goes wrong before you spend. Here is how to build it.
Most channel budget splits are based on habit. Here is a framework for allocating your marketing budget based on what each channel can actually deliver.
Most media plans start with budget and work backwards. Here is how to build a media plan that starts with your unit economics and makes financial sense.