Marketing Performance.
Data-driven decision making for the modern growth architect. Master your acquisition costs and visualize the true profitability of your campaigns.
Customer Acquisition Cost (CAC)
Model blended CAC, paid CAC, payback period in months, and LTV-to-CAC health across your marketing and sales channels.
Launch ToolEDDM Cost Calculator
Total cost and cost per household for an EDDM mailing, from printing, shipping, and postage.
Launch ToolEDDM Size Checker
Whether your mailpiece size and weight qualify for USPS EDDM Retail, and exactly why if not.
Launch ToolEDDM Break-Even Calculator
How many new customers a mailing needs to pay for itself, and the response rate that requires.
Launch ToolCustomer Churn Rate Calculator
Customer churn, revenue churn, and retention rate from customers or MRR at the start and end of a period.
Launch ToolEmail Open Rate & CTR Calculator
Open rate, click-through rate, and click-to-open rate from your campaign numbers.
Launch ToolROAS Calculator
Return on ad spend from spend and revenue, plus the break-even ROAS your gross margin actually needs.
Launch ToolCustomer Lifetime Value Calculator
LTV from order value, purchase frequency, and lifespan, checked against your acquisition cost.
Launch ToolA/B Test Significance
Check whether a split test result is real, with conversion rates, uplift, z-score, p-value, and a confidence interval.
Launch ToolROI Analytics
Calculate the Return on Investment for any project or campaign. Compare your net profit against costs to see your exact percentage growth and multiplier.
Launch ToolAd Spend Engine
Analyze your advertising efficiency. Solve for CPC, CPM, or CPA instantly. Input your total spend and results to discover your acquisition heartbeat.
Launch ToolConversion Rate
Calculate conversion rate, cost per conversion, and campaign ROI together. See whether your traffic is actually profitable, not just converting.
Launch ToolHow These Numbers Fit Together
Marketing measurement goes wrong in a predictable way: each metric gets reported on its own, looks acceptable on its own, and hides a problem that only appears when you put them side by side. Conversion rate, cost of acquisition and return on spend are three views of the same funnel, and any one of them read alone will mislead you.
Conversion rate tells you about the funnel, not the business
A rising conversion rate feels like progress, but it is a ratio — and ratios improve when the denominator shrinks. Cutting a broad campaign will often lift conversion rate sharply while total conversions fall, because what remains is your warmest traffic. That is not an improvement in marketing; it is a smaller funnel. Always read conversion rate next to the absolute number of conversions.
CAC is meaningless without knowing what a customer is worth
A $200 acquisition cost is excellent for a business whose customers stay three years and ruinous for one selling a single $80 item. The number that matters is the ratio of lifetime value to acquisition cost. A widely used benchmark for subscription businesses is roughly 3:1 — below that, growth consumes more cash than it generates; far above it, you are probably underinvesting and leaving demand unserved.
ROAS and ROI are not interchangeable
Return on ad spend divides revenue by advertising cost. Return on investment divides profit by total cost. A campaign at 4× ROAS sounds healthy, but if your gross margin is 20% then every $100 of ad spend returns $400 of revenue and only $80 of gross profit — a loss before anyone has been paid. The rule of thumb worth remembering: your break-even ROAS is 1 divided by your gross margin. At a 25% margin you need 4× just to stand still.
Attribution changes the answer
Every figure above depends on which touchpoint gets credit for a sale. Last-click attribution flatters search and starves the awareness channels that created the demand search captured. Platform-reported figures are usually the most generous, since each platform counts conversions it influenced by its own definition — which is why summing conversions across ad accounts routinely exceeds the number of orders the business actually took. Reconcile against your own order data before trusting any of it.
Research & Notes.
In-depth articles on the math and logic behind our tools — written for people who want to understand the calculations, not just run them.
EDDM Postage Keeps Changing: The Real Cost of an EDDM Mailing
EDDM postage moved from $0.247 to $0.260 per piece in a single year. On a 2,000-piece mailing, an unchecked rate assumption alone can move total cost by real money - and postage is usually the majority of the bill.
Why a Standard Postcard Never Qualifies for EDDM
A 4x6 postcard passes every individual EDDM dimension check and still fails, because of one rule almost nobody checks: the piece has to exceed a flat-size threshold on length, height, or thickness, not just fit inside the general range.
How Many Customers Does an EDDM Mailing Need to Break Even?
A $920 mailing means nothing on its own - only against how many new customers it takes to pay for itself. Turning that dollar figure into a required response rate is what actually tells you whether a mailing plan is realistic.