Category
Campaign Performance
CPM Explained: What Brands Actually Pay for Impressions
CPM — cost per mille — is one of the oldest metrics in advertising, borrowed from print and broadcast long before the internet. Here's what it means, how to calculate it both directions, and when it's the wrong metric to optimize for.
ROI vs ROAS: The Two Numbers Every Brand Should Track
Return on investment and return on ad spend describe the same campaign performance in two different formats — one as a percentage, one as a multiple. Here's how they relate, and when each one is the more useful number to quote.
RPM and Ad Revenue: How Creator Earnings Actually Work
RPM is the number that actually determines a creator's ad-revenue payout — and it's a different, always-lower number than the CPM advertisers pay. Here's the distinction, why RPM varies so much, and how to estimate a range honestly.