Marketing analytics
Predict ad results from just your audience, budget and platform. Plus calculators for the numbers that matter, an AI analyst for your own data, and a glossary of every metric in plain words.
Split a monthly budget across channels and see it per quarter, six months and year.
- $1,500 / mo
- $1,250 / mo
- $1,000 / mo
- $250 / mo
- $500 / mo
- $500 / mo
Your split adds up to 100%. A common approach: most budget on proven channels, 10–20% on experiments, and a slice for tools.
AI analyst
Paste campaign results, a report or a spreadsheet export. The AI explains what happened, why, and what to do next, in plain language.
Metrics glossary
What each number means, how to calculate it and what to watch out for.
Impressions How many times your content or ad was shown.
One person can see it many times; compare with reach.
Reach How many different people saw it.
Grow reach in your target audience, not just any audience.
CTR (click-through rate) Out of everyone who saw it, the share who clicked.
Low CTR usually means the hook or creative isn't landing.
CPM What you pay for 1,000 ad views.
Rises in busy seasons; compare within the same platform.
CPC What you pay for each click.
Cheap clicks are worthless if they don't convert.
Conversion rate Share of visitors who take the action you want.
Measure per page and per traffic source.
CPL / CPA Cost to get one lead or one action.
Judge alongside lead quality.
CAC Total cost to win one new customer.
Include salaries and tools for the true number.
LTV (lifetime value) How much profit a customer brings over their whole relationship with you.
Use gross margin, not revenue, for decisions.
LTV:CAC ratio How much value a customer brings for every 1 you spend to win them.
About 3:1 is a commonly cited healthy target.
CAC payback Months until a customer pays back what it cost to win them.
Shorter payback means you can grow faster with less cash.
ROAS Revenue earned for every 1 spent on ads.
Compare with your break-even ROAS (1 ÷ gross margin).
ROI Profit earned for every 1 invested.
Include all costs, not just media.
Churn rate Share of customers who leave in a period.
Small churn changes have a big effect on LTV.
Retention rate Share of customers who stay.
Look at it by cohort.
MQL / SQL Leads marketing thinks are a fit (MQL) and leads sales has accepted (SQL).
Agree definitions with sales in writing.
Pipeline Total value of open sales opportunities.
Track marketing-sourced vs influenced.
Win rate Share of opportunities that become customers.
Segment by source to see lead quality.
AOV (average order value) Average amount spent per order.
Bundles and upsells raise AOV.
Engagement rate Share of viewers who like, comment, share or save.
Saves and shares signal real value.
Email open & click rate Share of recipients who open, and who click.
Privacy features inflate opens; trust clicks more.
NPS How likely customers are to recommend you, on a −100 to 100 scale.
Read the comments; the score alone won't tell you what to fix.
Share of voice Your share of the conversation or ad presence in your market.
A leading indicator of future market share.
Brand search volume How many people search your brand name.
A useful proxy for awareness growth.