Guides
Working guides to the math behind DTC growth, written around the free calculators.
Aug 13, 2026
The DTC unit economics stack, from margin to payback
Contribution margin, break-even ROAS, LTV, CAC, and payback: the five numbers that decide whether a DTC brand can buy growth, worked end to end.
Aug 13, 2026
The math of planning Meta ad spend
Budget to impressions to clicks to orders: how to project a Meta plan honestly, which lever moves ROAS, and when a plan is really a creative brief.
Aug 13, 2026
How to size and read creative tests
Orders per concept, sample sizes, significance, and early-kill signals: a working playbook for creative testing budgets that produce readable results.
Aug 13, 2026
ROAS, MER, ACoS, ROI: which number to trust
Four efficiency metrics, four different questions. What each one actually measures, where each lies, and how DTC teams use them together.
Aug 13, 2026
UTM tagging that survives scale
A naming taxonomy for utm_source, medium, campaign, and content that stays readable at 50 campaigns, plus the mistakes that wreck GA4 reporting.