Guides
24 practical explanations of the metrics behind our calculators.
CPM vs CPC vs CPA: Which Metric Should You Use?
CPM, CPC and CPA answer different questions about campaign efficiency.
AdvertisingROAS vs ROI: Understanding the Difference
ROAS and ROI both compare output with spending, but they are designed for different scopes.
AdvertisingHow to Calculate Break-even ROAS
Break-even ROAS helps connect advertising performance with gross margin.
MarketingThe Essential Marketing Funnel Metrics
Different stages of a funnel require different measurements.
MarketingHow to Calculate Customer Acquisition Cost
CAC measures how much sales and marketing spending is required to acquire a new customer.
MarketingLTV:CAC Ratio Explained
LTV:CAC compares estimated customer value with the cost to acquire that customer.
MarketingRetention Rate vs Churn Rate
Retention and churn describe opposite sides of customer continuity.
MarketingEmail Open Rate and CTR Explained
Email engagement metrics help separate delivery, attention and action.
PublishingWhat Is Page RPM?
Page RPM is a normalized estimate of publisher revenue per 1,000 pageviews.
PublishingRPM vs CPM for Publishers
CPM and RPM are related but describe different perspectives.
PublishingAd Fill Rate Explained
Fill rate measures the percentage of eligible ad requests that return an ad.
PublishingAd Viewability Explained
Viewability indicates whether measurable ad impressions met viewable criteria used by the measurement system.
BusinessProfit Margin vs Markup
Margin and markup use different denominators, so they should not be treated as the same percentage.
BusinessHow Break-even Analysis Works
Break-even analysis estimates how much you must sell before contribution covers fixed costs.
BusinessCAGR Explained
CAGR summarizes multi-year growth as a constant annualized rate.
BusinessOperating Margin Explained
Operating margin measures operating income as a percentage of revenue.
E-commerceAverage Order Value Explained
AOV measures average revenue per completed order.
E-commerceHow to Calculate E-commerce Profit Per Order
Product profit requires more than subtracting product cost from price.
E-commerceCart Abandonment Rate Explained
Cart abandonment measures carts created that do not turn into completed orders.
FinanceHow Compound Interest Works
Compound interest earns returns on both principal and previously accumulated returns.
FinanceHow Monthly Loan Payments Are Calculated
Fixed-payment loans spread principal and interest across equal scheduled payments.
FinanceHow Inflation Changes Future Costs
Inflation reduces purchasing power by increasing the nominal cost of goods and services over time.
MathPercentage Change vs Percentage Points
Percentage change and percentage-point change are different measurements.
MathHow Ratios and Proportions Work
Ratios compare quantities and proportions state that two ratios are equivalent.