Guides
Marketing metrics in plain English.
Short guides that explain one concept each — no jargon, one worked example, and a free tool to apply it immediately.
What is a good CTR?
Click-through rate benchmarks for search, social, display and email — and the four things to fix when yours is low.
What is ROAS — and what's a good one?
The formula, the break-even trick that tells you your good number, and the difference between ROAS and ROI.
CPC vs CPM vs CPA: what's the difference?
Three ad costs explained with a single $100 campaign — and which one to watch for your goal.
UTM parameters explained
What the five tags do, real examples, and the naming rules that stop your analytics reports from fragmenting.
How long should your title & meta description be?
The ~60 and ~160 character limits, why Google truncates (and rewrites), and how to write both lines so people click.