Your ad platforms each report a different number, none of them is revenue, and the one your accountant cares about appears on no dashboard at all. Here are the five that settle it — where each one lives, and what to do when they disagree.
Written for the person who signs off on the spend, not for a marketing team. No jargon that isn't defined on the page it appears, and every number comes with where to find it in the accounts you already have.
Four things have to match before two cost-per-lead figures can be compared at all. They never do. Here's the metric to use once you accept that.
The channel with your cheapest leads is very often the one with your worst close rate. One number in aggregate hides that completely.
A "conversion" in an ad platform is a form fill. Revenue per lead is the only version of that number your bank account recognises.
For most service businesses the phone is the biggest channel and the least measured one. Leaving calls out doesn't lower ROAS evenly — it lowers it most for the campaigns that work.
The number that decides whether you can afford to scale a campaign that is genuinely profitable. Most businesses never calculate it and scale on gut instead.
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The guide shows you how to work them out by hand. A 30-minute demo shows them pulled automatically from the accounts you're already running.
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