Marketing metrics library

Marketing Metrics Library

Understand the numbers behind marketing decisions. Explore formulas, examples, interpretation, common mistakes, and practical decision guidance.

Metrics are useful when they change a decision

A marketing number is only valuable when it helps you understand performance and choose what to do next. This library moves from spend and return into delivery, exposure, and customer acquisition economics.

Marketing investment

Marketing Spending

Separate total marketing spending into fixed and variable components and assess budget rigidity.

Explore Marketing Spending

Marketing Spend as % of Revenue

Understand marketing intensity relative to the revenue base without chasing universal benchmarks.

Explore Marketing Spend as % of Revenue

Marketing returns

ROAS

Calculate attributed revenue efficiency and understand why ROAS is not profit.

Explore ROAS

Break-even ROAS

Use contribution margin to frame a simplified economic threshold.

Explore Break-even ROAS

Marginal ROAS

Estimate what the next unit of additional marketing spend may return.

Explore Marginal ROAS

Incremental ROAS

Measure the return from revenue marketing actually caused, not merely received credit for.

Explore Incremental ROAS

Media delivery and response

Ad Frequency

Calculate average exposure and interpret frequency alongside reach, performance trends, creative repetition, and marginal efficiency.

Explore Ad Frequency

Customer acquisition economics

Customer Acquisition Cost (CAC)

Understand the average cost required to acquire a new customer and the context needed to interpret it.

Explore Customer Acquisition Cost (CAC)

CAC Payback Period

Estimate how long customer contribution takes to recover acquisition cost and understand the cash-flow implications of growth.

Explore CAC Payback Period

LTV:CAC Ratio

Compare expected customer contribution value with acquisition cost and understand the strength of customer acquisition economics.

Explore LTV:CAC Ratio