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Conversions and leads

From click to lead to sale, and what each step costs.

6 guides
Conversions and leads10 Oct 20267 min read
The Conversion Rate Formula, and Why the Blended Rate Lies

Conversion rate is conversions over visits. The calculation, the funnel version, and why a blended rate can fall while every segment improves.

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Conversions and leads10 Oct 20267 min read
The CPA Formula, and Why Twenty Conversions Prove Very Little

CPA is ad spend divided by conversions. The calculation, the reverse solve, and how many conversions a CPA needs before it can justify a decision.

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Conversions and leads10 Oct 20266 min read
The Cost per Lead Formula, and the Close Rate It Commits You To

CPL is ad spend divided by leads. The calculation, the reverse solve for break-even CPL, and why the lead count and the close rate must match.

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Conversions and leads19 Sep 20268 min read
The Customer Acquisition Cost Formula, and Why the Denominator Breaks First

The CAC formula is simple. The denominator is where it breaks. How spend lag and organic customers move your CAC when nothing real has changed.

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Conversions and leads19 Sep 20267 min read
CAC vs CPA: One Is a Bid, the Other Is a Verdict

CPA is a number you set. CAC is the number the business reports back. The gap has a size, and that size decides the target CPA you can afford.

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Conversions and leads3 Sep 20267 min read
What Is a Good Conversion Rate? Start With What You Can Afford

A good conversion rate is the one that beats your cost per click divided by contribution per order. The formula, real benchmark ranges, and the traps.

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Start with a calculator
ROAS calculatorFree ROAS calculator that also shows break-even ROAS, gross...CPM calculatorEnter spend and impressions to get cost per thousand, or set a...Profit margin calculatorRetail margin, gross margin and profit from price and cost, with...Break-even ROAS calculatorEnter order value, margin and variable costs to find the ROAS and...LTV calculatorEnter order value, purchase frequency, lifespan and margin to get...CPA and CAC calculatorSeparates cost per acquisition from full customer acquisition...