Learn
Plain explanations of the numbers advertising runs on — break-even ROAS, cost per lead, the core ad metrics, UTM tagging and AI search visibility — each with the formula, a worked example and the free calculator that does the arithmetic.
- AI Visibility
How to check whether AI answers name your business
A practical method for auditing AI search visibility: which questions to ask, why location changes the answer, how to read share of voice, and how often to re-check.
September 23, 2026 · 4 min read - Tracking
UTM parameters: the five tags, and the mistakes that break attribution
What each UTM parameter is for, a naming convention that survives contact with a team, and the casing and spacing errors that quietly split your traffic into fragments.
September 23, 2026 · 3 min read - Core Metrics
Ad metrics explained: ROAS, CPA, CPL, CTR, CPM and frequency
What each core advertising metric means, how they relate to each other arithmetically, and which one to look at first when performance drops.
September 23, 2026 · 3 min read - Profitability
Target cost per lead: what a lead is worth before you go and buy one
Work back from deal value, close rate and margin to the most you can pay for a lead and still make money — with a worked example and the mistakes that inflate the number.
September 23, 2026 · 3 min read - Profitability
Break-even ROAS: the number every other ad decision hangs off
What break-even ROAS is, the formula, a worked example, and why a 3x return can be excellent for one business and a slow loss for another.
September 23, 2026 · 3 min read