A category covering marketing budget planning, allocation, variance analysis, and KPI management to support data-driven investment decisions. Topics include how to read and apply key metrics such as ROI, ROAS, CPA, and LTV, channel-level budget optimization, budget-vs-actual analysis and improvement cycles, and how to build and present budget proposals to executive leadership.
Showing 19–36 of 56 posts
Define DAU, WAU, and MAU, calculate stickiness with matching windows, and distinguish daily activity ratios from everyda...
Learn what page views count, how PV differs from sessions and users, and how to interpret GA4 Views, repeat visits, rati...
Understand INP thresholds, field percentiles, and local testing. Use Chrome DevTools to diagnose input, processing, and ...
Learn what revenue means, how it differs from profit and cash, and how discounts, costs, recognition, MRR, and ARR affec...
Explore 15 conversion rate optimization tactics for landing pages, traffic, and offers. Prioritize observed problems and...
Compare industry conversion rate benchmarks correctly. Understand medians, pooled rates, traffic mix, small samples, and...
Plan video marketing by objective. Understand Shorts views, paid-view and click definitions, fictional cost calculations...
Classify marketing costs, allocate shared labor without double-counting, and review expenses using fictional cost-behavi...
Understand CPA advertising, performance pricing, and target CPA bidding. Check approval rules, consistent costs, lead qu...
Set an advertising budget using fictional sales and lead calculations, CPC/CVR scenarios, gross-profit LTV, total costs,...
Run marketing budget-versus-actual reviews with a fictional monthly ledger, forecast calculations, variance actions, clo...
Understand KPI meaning, leading and lagging measures, and the difference between a metric and its target. Includes a def...
Understand conversion rate by separating event counts, converting sessions and converting users. Includes worked calcula...
Compare CPA, cost per order and CAC using one funnel. Calculate allowable lead costs with win rates, define cost scope a...
Understand forecasts versus budgets, targets and actuals. Build a quarterly outlook from closed results and remaining-pe...
Use a digital marketing KPI dictionary with formulas, denominators, sources and decisions. Separate web, advertising, em...
Define B2B marketing KPIs from lead to won deal. Build consistent targets, agree on sales handoff and compare conversion...
