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Paid Marketing

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79 guides 32 related tools Paid marketing metrics workflow

Guides for paid marketing metrics, ad spend, ROAS, MER, CAC, CPL, conversion rates, lead generation, and campaign performance.

Review ROI, ROAS, blended ROAS, MER, ad spend, budget pacing, CPL, lead conversion rate, lead value, lead source ROI, funnel conversion rate, marketing funnel rate, lead-to-sale conversion rate, revenue per lead, pipeline velocity, pipeline coverage, sales pipeline value, deal size, close rate, opportunity win rate, lead response time, lead quality, sales conversion rate, CAC, payback period, LTV, AOV, CPA, conversion rate, CTR, CPC, CPM, clicks, impressions, and campaign cost.

What this collection covers

Coverage area

Review Roi

Use this collection to compare related decisions, formulas, and examples around review roi.

Coverage area

R O A S

Use this collection to compare related decisions, formulas, and examples around r o a s.

Coverage area

Blended Roas

Use this collection to compare related decisions, formulas, and examples around blended roas.

Coverage area

M E R

Use this collection to compare related decisions, formulas, and examples around m e r.

Coverage area

Ad Spend

Use this collection to compare related decisions, formulas, and examples around ad spend.

Coverage area

Budget Pacing

Use this collection to compare related decisions, formulas, and examples around budget pacing.

Start with these tools

Paid marketing metrics tools

Use these calculators and generators first, then use the guides below for examples and context.

All tools

Calculator

ROI Calculator

Calculate ROI percentage and net return from revenue and investment cost.

Calculator

ROAS Calculator

Calculate return on ad spend from ad revenue and campaign spend, then see how much revenue each dollar of advertising produced.

Calculator

Blended ROAS Calculator

Calculate blended ROAS from total revenue and total ad spend across channels.

Calculator

MER Calculator

Calculate marketing efficiency ratio from total revenue and total marketing spend for blended paid marketing performance.

Calculator

Ad Spend Calculator

Estimate ad spend and daily budget from target revenue, target ROAS, and campaign length.

Calculator

Budget Pacing Calculator

Check whether campaign spend is ahead, behind, or on pace compared with the planned advertising budget.

Guides in this collection

Read these guides to understand formulas, examples, comparisons, and practical use cases.

All guides

Article

How to calculate lead value

Learn the lead value formula and how to compare value per lead with cost per lead in paid campaigns.

Article

Lead conversion rate vs conversion rate

Lead conversion rate and website conversion rate measure different funnel moments. Learn when to use each one.

Article

How to calculate lead conversion rate

Learn the lead conversion rate formula, see a simple example, and understand how it affects CPL, CPA, and CAC.

Article

CPL vs CPA: what is the difference

CPL and CPA measure different points in the funnel. Learn when each metric matters and how lead quality changes the story.

Article

How to calculate cost per lead

Learn the cost per lead formula, see a simple example, and understand how CPL fits into paid lead generation reporting.

Article

Budget pacing vs ad spend: what is the difference

Budget pacing and ad spend are related, but they answer different campaign management questions. Learn how to use both.

Article

How to calculate budget pacing for ad campaigns

Learn how to calculate expected spend to date, pacing difference, and projected spend for paid campaigns.

Article

Ad spend vs marketing budget: what is the difference

Ad spend and marketing budget are related, but they are not always the same. Learn what each includes and when to use each number.

Article

How to calculate ad spend from target revenue

Learn how to estimate ad spend from target revenue and target ROAS, plus what to check before setting a daily budget.

Article

Payback period vs LTV: what marketers should compare

Payback period and LTV answer different acquisition questions. Learn how to use both when reviewing paid growth.

Article

How to calculate customer acquisition payback period

Learn the CAC payback period formula, see a simple example, and understand how payback period helps judge acquisition quality.

Article

MER vs ROAS: what is the difference

MER and ROAS both compare revenue with spend, but they answer different reporting questions. Learn how to use both.

Article

How to calculate marketing efficiency ratio

Learn the MER formula, see a simple example, and understand how marketing efficiency ratio fits into blended performance reporting.

Article

AOV vs LTV: how they work together

AOV and LTV measure different parts of customer value. Learn how average order value affects lifetime value and acquisition decisions.

Article

How to calculate average order value

Learn the AOV formula, see a simple ecommerce example, and understand why average order value matters for marketing decisions.

Article

LTV vs CAC: what marketers should compare

LTV and CAC work together when judging growth quality. Learn what each metric measures and how to use the LTV:CAC ratio.

Article

How to calculate customer lifetime value

Learn a simple LTV formula, see an ecommerce example, and understand when to use revenue LTV or profit-based LTV.

Article

CPA vs CAC: what is the difference

CPA and CAC both measure acquisition cost, but they are not always the same. Learn how marketers should compare them.

Article

How to calculate cost per acquisition

Learn the CPA formula, see a simple example, and understand how cost per acquisition fits into paid campaign reporting.

Article

CTR vs conversion rate: what is the difference

CTR and conversion rate measure different moments in a funnel. Learn when each metric matters and how to compare them together.

Article

How to calculate click-through rate

Learn the CTR formula, see a simple example, and understand how click-through rate fits into campaign reporting.

Article

Conversion rate vs click-through rate

Conversion rate and click-through rate measure different parts of a funnel. Learn when each metric matters and how they work together.

Article

How to calculate conversion rate

Learn the conversion rate formula, see a simple example, and understand how to use conversion rate in marketing and ecommerce.

Article

CAC vs CPC: what ecommerce marketers should compare

CAC and CPC measure different parts of the funnel. This guide explains when ecommerce marketers should use each metric.