Measurement guides.

Straight answers on ads, SEO and AI search, conversion and retention for consumer-brand startups.

• wadabuMeasurement

  Contribution margin: the formula that sets your ad budget

  Contribution margin is what's left of each sale after every cost that rises with it: product cost, shipping, fulfillment, payment fees, discounts and returns. The formula...

  Read guide · 8 min
• Measurement

  What is a good ROAS for ecommerce? Benchmarks by margin

  A good ROAS is any ROAS above your break-even point, which is 1 divided by your contribution margin. At a 50% margin, break-even ROAS is 2.0;...

  Read guide · 5 min
• Measurement

  What is MER, and why it beats ROAS for startups

  MER (marketing efficiency ratio) is your total revenue divided by your total marketing spend. Unlike platform ROAS, it can't be double-counted or thrown off by tracking...

  Read guide · 5 min