LTV:CAC isn’t always the best metric for PPC. Avoid pitfalls that can lead to misguided budget decisions and overestimated ...

KPIs comprise a big part of board decisions ... months, and years. Consider this example: You may have to pay to have a booth at a tradeshow, but if the leads and customers acquired there tend to ...

Examples of both situations abound in the marketplace ... However, it is possible to derive some measures from revenue that can be KPIs. Relating revenue to customers at a gross level looks like this: ...