Understand the numbers.
Make better decisions.

Practical answers for turning investment into learning, leads and sales. With examples, calculations and source references.

ROAS, CPA and margin: setting campaign goals

Calculate ROAS and CPA, understand break-even and turn margin and closing rates into advertising goals.

A guide to checking events, attribution, period, time zone and duplicates before changing a campaign.

Organize a review of searches, ads, pages and conversions with evidence and verifiable changes.