Measuring AI Search Visibility With Share of Answer
A practitioner's method for measuring AI search visibility: build a fixed prompt panel, run it N times, and report share of answer as a directional metric.
All articles
25 published articles, newest first.
Building an MRR Waterfall and Reconciling It to Stripe
How to build an MRR waterfall from new, expansion, contraction, and churn — and reconcile ending MRR to Stripe's dashboard and invoiced revenue.
AI Unit Economics: When LLM Features Eat Your Margin
AI unit economics for LLM-powered products: four metrics, a worked $49-seat example, and three pricing responses stress-tested against churn.
Viral Coefficient & Cycle Time: The K-Factor Math
The viral coefficient isn't the whole story. See why cycle time beats K, how sub-viral loops become a CAC discount, and where average K lies.
The Growth Marketing Metrics Glossary: 30 Terms Defined
A growth marketing metrics glossary of 30 terms, each with its formula and the assumption it hides, from LTV and CAC to ROAS, NRR, and attribution.
AB Test Statistical Significance for Revenue Metrics
How to reach ab test statistical significance on revenue: sizing from real standard deviation, setting MDE, taming whales, and avoiding the peeking trap.
Revenue Per Send Benchmark: Email vs SMS vs Push
A revenue per send benchmark comparing email, SMS, and push on gross RPS, send cost, and net economics — with attribution caveats and a worked example.
Marginal ROAS: Finding a Channel's Saturation Point
Average ROAS says a channel worked. Marginal ROAS says whether the next dollar will. How to find channel saturation, with a scale/hold/cut rule.
Media Mix Modeling for Small Teams: Spreadsheet vs Black Box
Media mix modeling for small business is often premature. Here's the spend threshold below which a blended-CAC spreadsheet beats an MMM.
Payback-First Budget Allocation by Channel Recovery Speed
A marketing budget allocation framework that ranks channels by how fast they return cash, not raw ROAS, with a worked reallocation you can copy.
Predicted LTV Models Compared: RFM, BG/NBD, and ML
A marketing-ops comparison of predicted LTV models — RFM, BG/NBD, and machine learning — scored on accuracy, data needs, and interpretability.
How Free Trials Quietly Break Your CAC and LTV Math
Counting free trial signups as customers wrecks your free trial CAC LTV math. Here's the corrected formula and the deferred-revenue timing fix.
Reading a Revenue Retention Curve, Shape by Shape
How to read a revenue retention curve: the decaying, flattening, and smiling shapes, what each says about CAC recovery, and why a smile can hide logo churn.
Choosing a Marketing Analytics Stack for Unit Economics
A capability checklist for picking a marketing analytics stack that answers cohort revenue, blended CAC, payback, and channel ROAS questions.
The Marketing KPI Dashboard Leadership Will Actually Read
How to build a marketing dashboard for leadership: five revenue-tied tiles, a demotion rule for the rest, and the exact metrics to cut.
Marketing Contribution Margin: Report to the CFO in P&L Terms
How to build a marketing contribution margin report your CFO trusts: a P&L-shaped template, the math spelled out, and why ROAS shouldn't lead.
Why Day-1 ROAS Lies and Day-30 ROAS Tells the Truth
Day 1 vs day 30 ROAS: why early campaign rankings invert by D30, plus a copy-able D3-to-D30 multiplier method to project cohort ROAS before you scale.
Email Revenue Attribution and the Assisted-Email Problem
Why email revenue attribution shows three different numbers across your ESP, GA4, and warehouse — and how to reconcile the assisted-email double count.
Incrementality vs Attribution: What Actually Proves Lift
Incrementality vs attribution, compared on cost, rigor, and setup. Attribution says who to credit; incrementality says what to cut. Here's the decision math.
Magic Number, Burn Multiple, and Payback, Explained
The sales efficiency magic number, burn multiple, and CAC payback in one place: formulas, 2025 'good' thresholds, and which to use when.
Blended CAC vs Paid CAC vs Fully-Loaded CAC, Defined
Blended CAC vs paid CAC vs fully-loaded CAC: what each includes, what it excludes, and which of the three numbers to use for which budget decision.
CAC Payback Period: Formula, Benchmarks, and Beating LTV:CAC
The CAC payback period formula, gross-margin math, benchmarks by ACV, and why payback beats LTV:CAC when cash is tight — with a worked example.
MER vs ROAS: Which Efficiency Metric Runs Your Budget?
MER vs ROAS explained: why platform ROAS reads 4.0 while blended MER says 1.8, and which metric belongs in front of your CFO versus your media buyer.
The Unit Economics Dashboard Every Growth Team Should Build
A build spec for a unit economics dashboard: 12 tiles with formulas, source systems, and failure modes, plus 2025-2026 SaaS benchmarks and a worked example.
LTV to CAC Ratio Benchmark by Business Model
An honest LTV to CAC ratio benchmark by business model: why 3:1 is a SaaS artifact, and the real margin-adjusted targets for DTC, mobile, and marketplaces.