Map the customer journey from awareness to repeat purchase. Match messages to each stage and use funnel transitions to identify where customers need more help.
Estimate customer lifetime value (LTV) from order value, repeat purchases and margin. Compare it with acquisition cost and improve the value of customer relationships.
Calculate marketing efficiency ratio (MER), reconcile total marketing spend with actual revenue and use the wider business picture alongside campaign ROAS.
Calculate return on ad spend (ROAS), understand how it differs from ROI and compare campaigns against your own break-even point rather than revenue alone.
Understand return to origin (RTO), calculate the cost of undelivered orders and reduce cash-on-delivery returns through confirmation, clear addresses and faster delivery.
Calculate cost of goods sold and gross margin, identify overlooked product costs and understand how margin sets a practical ceiling for advertising spend.
Separate sales from profit with a worked cost breakdown. Understand gross and net margins, hidden store expenses and why growth decisions need more than revenue figures.
Calculate average order value (AOV) and learn how bundles, upselling, cross-selling and free-shipping thresholds can increase order value without hurting conversion.
Understand CPA and CPL, calculate the cost of leads and purchases, and connect campaign results to lead quality, sales follow-up and customer profitability.
