Blended CAC, paid CAC, new-customer CAC, marginal CAC, LTV:CAC, payback, contribution-margin CAC. Formulas, when to use which, and the errors that flatter the dashboard.
An A–Z public reference of paid-media KPIs, mapped to the funnel stage that gives each one its meaning. The companion to the funnel-ordered field guide for CMOs.
A media buying agency should plan and buy across channels with transparent economics. Nine agencies for 2026, what each is best at, and who they fit.
The best PPC agencies in 2026 win on account structure and conversion data, not bid tricks. Nine agencies compared, with who each one is the right fit for.
Performance marketing in 2026 rewards agencies that prove incrementality, not just ROAS. A working shortlist of nine, what each is great at, and who they fit.
The best ecommerce marketing agencies in 2026 grow contribution profit, not just ROAS. Nine DTC-proven agencies compared, and who each one fits.
Choosing a paid media agency in 2026 is harder than it used to be. A working shortlist of nine agencies, what each is genuinely good at, and who they are (and aren't) the right fit for.
Most brands pick a paid media agency based on case studies and a good pitch. Here's the evaluation framework that actually separates strategic partners from execution vendors.
Marketing leaders evaluate agencies on case studies. The thing that determines the work is the operating model. Who is on your account and how they connect.
Strong ROAS and flat revenue is a demand problem, not a performance problem. Why the brand vs performance divide hides it, and what to do instead.
Most brands treat awareness and performance as a budget trade-off. The ones that grow treat allocation as a live dial — with specific signals that tell them when to rebalance.
Our strategists turn the insights you just read into measurable paid media performance.
