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Marketing ROI Calculation Guide

How to calculate CAC, ROAS, payback period, and contribution margin honestly.

What this resource covers

A short guide explaining the numbers that decide whether marketing is working: cost per lead, lead-to-customer rate, CAC, ROAS, payback period, and contribution margin — plus the reporting mistakes that make campaigns look better than they are.

  • Definitions of CPL, CAC, ROAS, LTV and payback
  • How to attribute revenue without over-crediting a channel
  • Blended vs platform-reported metrics
  • A worked calculation walkthrough
  • Common reporting mistakes

Who it's for

Founders who want to judge marketing on business outcomes, not platform dashboards.

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