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.
Engagement Rate by Reach vs. by Followers: Why the Denominator Decides the Answer
Same interactions, same post — but engagement rate can read completely differently depending on what you divide by. Two worked examples showing exactly when and why the two versions pull apart.
What CPM Doesn't Tell You: Reading Past a Single Rate Number
A lower CPM looks like a better deal on a spreadsheet — but CPM only prices exposure, not attention or outcomes. A worked comparison of two campaigns with the same budget and very different results.
Evaluating a Creator Campaign's ROI: A Brand-Side Walkthrough
A brand running several creators at once needs more than one ROI number — individual results, a blended portfolio view, and a break-even check before the budget is even approved. A full worked walkthrough.
Creator Earnings Are Arithmetic, Not a Forecast
An earnings estimator does one multiplication on the numbers and assumptions you give it. It doesn't know your channel, doesn't predict your future, and isn't a promise — here's what it actually is, worked out in full.