CAC tells you what a customer costs. ROAS flatters you. LTV:CAC tells you whether growth is actually profitable. A plain-English guide to the ratio that should run your ad spend: the 3:1 benchmark, payback periods, why it changes by channel, and the measurement most businesses miss.

Meta and Google know who clicked and who filled in a form. They have no idea who became a customer. That information lives in your CRM, and until you send it back, your ad platforms keep optimising for the wrong thing. A plain-English guide to lead tracking, offline conversion tracking, and the measurement foundation underneath every great lead-gen account.