MER vs ROAS: which metric should you scale on?
The difference between platform ROAS and blended MER, with a worked example.
Insights on profitable paid media.
Practical guides on measurement, ad profitability and search, written by the person who runs the accounts. No filler, just the numbers and the method.
How to calculate break-even ROAS
The formula, what counts as contribution margin, a worked example and a quick-reference table.
What is incrementality testing, and why does it matter?
How holdout and geo tests reveal the sales your ads really caused, with a worked example.
How to get found in AI search: what site owners should actually do
What Google says about AI Overviews and AI Mode, and what helps in practice.
Let’s find the leaks in your ad spend.
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