Marketing Guides
Practical explanations of the metrics that matter - with formulas, benchmarks, and examples.
Google AdsPerformance Max Creative Specs
Image sizes, video formats, character limits, and dead zones for PMax asset groups.
Google AdsThe Ultimate Google Search Ads Guide
How to write winning responsive search ads using the science of the Messy Middle.
BudgetsHow to Calculate a Campaign Budget
A step-by-step framework for estimating ad budgets across channels.
CPMWhat is CPM?
Cost per mille explained - with channel benchmarks and examples.
ROASWhat is ROAS?
Return on Ad Spend: how to calculate, benchmark, and improve it.
CPMCPM vs eCPM
The difference between bought CPM and effective CPM.
CTRWhat is CTR?
Click-through rate benchmarks by platform, format, and industry.
POASWhat is POAS?
Profit on Ad Spend - why it is more actionable than ROAS.
BudgetsMarketing Budget Benchmarks
CPM, CPC, CTR, and ROAS benchmarks across channels and markets.