Resources
Learn to read your own ad account.
Free guides to the ideas that decide whether Meta and Google ads work. Written for business owners and marketers, with formulas, checklists and calculators.
Hook rate and hold rate
What hook rate and hold rate mean on Meta video ads, the formulas, how to add them to Ads Manager, and how to read them. Includes a calculator.
Read the guide MeasurementAttribution, explained
How Meta and Google decide which ad gets credit for a conversion, why their numbers never match your own, and how to make decisions anyway.
Read the guide Meta AdsThe Meta learning phase
What the learning phase is, why small budgets get stuck in Learning limited, which edits restart it, and how to set a budget that can get out. Includes a calculator.
Read the guide MeasurementTracking setup: Pixel, Conversions API and Google tags
What the Meta Pixel and Conversions API do, how deduplication and Event Match Quality work, the Google equivalents, and a checklist to confirm your tracking is right.
Read the guide MeasurementThe ad metrics that matter, with formulas
Plain-English definitions and formulas for CPM, CTR, CPC, conversion rate, CPA, ROAS, MER, frequency, average order value and lifetime value.
Read the guide Google AdsGoogle Ads fundamentals
The parts of Google Ads worth understanding before you spend: campaign types, keyword match types, negative keywords, Quality Score, bidding and attribution.
Read the guide PlanningBreak-even ROAS and what a lead is worth
How to work out your break-even ROAS, the most you can pay for a sale, and the most you can pay for a lead. Includes a calculator.
Read the guide MeasurementUTM parameters, with a link builder
What UTM parameters are, a naming convention that stays tidy, how to add them to Meta and Google ads, and a free builder for tagged links.
Read the guide CreativeHow to test ad creative
A simple, repeatable way to test ad creative on Meta: what to test first, how much to spend on a test, and how to decide a winner without fooling yourself.
Read the guide CreativeFrequency and creative fatigue
How to tell when an ad has worn out: the three signs that appear together, why there is no magic frequency number, and what to do about it.
Read the guide ConversionLanding page checklist for paid traffic
A twelve-point checklist for the page your ads send people to: message match, speed, one clear action, proof, form length and tracking.
Read the guide Lead generationGetting better leads, not just more
How to raise lead quality from Meta ads: on-platform forms against your website, qualifying questions, speed of follow-up, and feeding real outcomes back to the platform.
Read the guideWant these numbers working for you?
Tell us what you want to raise, sell or book, and we will show you what we would do first.