Performance marketing blog: short, blunt, backed by a source
How is the index laid out?
The index opens with a featured post, then a grid of posts with a topic tag and reading time. A load-more button extends the grid.
- Search looks across titles and summaries.
- Topic bar narrows the grid to one topic, with a count beside each. Topics group posts by the question they answer: how to measure, how to track, what growth is worth, and how to run channels.
- Empty state. If nothing matches, the grid says "No notes on that. Yet."
What do the posts assume?
They follow our principles. Good ROAS in a panel does not close the question. We ask what would have happened without the spend. A test is one method for answering, not the whole job.
Money is counted after costs. Posts use contribution margin, in our convention what is left per order before marketing, and payback period, how many months it takes for margin to cover what you spent to win the customer. Where a term has more than one definition in use, the post says which one we picked.
FAQ
How are posts sourced?
A number gets a source and a source type, such as a platform's documentation, an independent study or a vendor. Vendors are named as vendors. Examples with round numbers are labelled as illustrations.
What if a post has no source for a claim?
Then the claim is not in the post. Where the honest answer is "we do not know", the post says that.
Can I look up a term instead?
Yes. Use the glossary. It is built for the words that appear in reports.
Next step
Want to see how a number holds up? Try the Is your ROAS real? calculator.