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Reports & KPIs
How to read a report, which KPIs matter and how to avoid numbers that mislead you.
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What ROAS is and why it shouldn't be read on its own
ROAS (Return on Ad Spend) tells you how much money your ads bring in for every pound spent. It's one of the most used — and most misunderstood — numbers in marketing.
Beginner4 min
What CPL is and when it can fool you
Cost per lead (CPL) is what you pay for one contact — a form, a phone call, a quote request. It sounds simple, but it's easy to draw the wrong conclusions from it.
Beginner4 min
How to read a monthly marketing report
A good monthly report isn't a list of numbers — it's a story about what worked, what didn't and what comes next. Here's how to read it without getting lost in the jargon.
Beginner5 min
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