The Performance Marketing Metrics Cheat Sheet
Every number that matters, with the formulas
A quick-reference to the metrics that run paid marketing. Spend models, engagement, unit economics, retention, and funnel math, each with a plain formula, what it tells you, and how to read it in the real world.
7 chapters · PDF · No email required
I have spent 12 years buying traffic and hiring the people who buy it, and the one thing that separates operators from button-pushers is fluency with the numbers. Not fancy dashboards. The actual formulas, and knowing which ones lie to you when you read them alone.
This is the cheat sheet I wish someone had handed me on day one. Every metric here has a name, a formula in plain text, a line on what it actually tells you, and a note on how to read it without fooling yourself. Keep it next to your reporting tab and stop guessing.
What is inside
- 01 Spend and pricing models: what you pay for
- 02 Engagement metrics: turning impressions into clicks
- 03 Value and economics: does the buy actually pay
- 04 Retention and churn: value after the first purchase
- 05 The funnel: impression to click to install to purchase
- 06 Blended and diagnostic ratios: connecting the numbers
- 07 Healthy benchmarks: ranges, not gospel