The Ad Spend

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Notes on running an account that remembers

Field notes and research on paid media, memory, and the difference between a number and a decision.

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56 posts in Glossary

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GlossaryJune 12, 2026

Cost Per Acquisition (CPA)

Learn what CPA means. See average cost per acquisition by industry ($28-$131) and how to calculate if campaigns are profitable.

2 min read
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GlossaryJune 5, 2026

Cost Per Click (CPC)

Understand cost per click. Google average $5.26, Facebook $0.70, LinkedIn $5-10. See benchmarks by industry.

2 min read
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GlossaryMay 29, 2026

Cost Per Mille (CPM)

Learn CPM meaning and calculation. See benchmarks: Facebook $7-10, LinkedIn $33-38, YouTube $3.53.

2 min read
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GlossaryMay 22, 2026

Click-Through Rate (CTR)

Calculate click-through rate. Google Search average 6.66%, Facebook 1.71%, LinkedIn 0.44-0.65%.

2 min read
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GlossaryMay 15, 2026

Return on Ad Spend (ROAS)

Learn ROAS calculation. Break-even is 2-3x, profitable is 4x+. LinkedIn delivers 113% B2B ROAS vs Google 78%.

2 min read
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GlossaryMay 8, 2026

Conversion Rate (CVR)

Understand conversion rate. Google Search average 7.52%, Amazon 9-10%. Tips to improve CVR.

2 min read
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GlossaryMay 1, 2026

Impressions (Impr)

Learn what impressions mean and how they differ from reach. Understand when impressions matter.

2 min read
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GlossaryApril 23, 2026

Reach

Understand reach vs impressions. Learn when to optimize for reach versus frequency.

2 min read
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GlossaryApril 16, 2026

Frequency (Freq)

Learn optimal ad frequency (2-5x). Set caps to avoid fatigue. See warning signs of overexposure.

2 min read
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GlossaryApril 9, 2026

Cost Per Lead (CPL)

Learn cost per lead. Google average $70.11, LinkedIn $75-200, Facebook $27.66. See by industry.

2 min read
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GlossaryApril 2, 2026

Engagement Rate (ER)

Engagement rate: Facebook 0.5-1%, Instagram 1-3%, TikTok 4-18%. Builds social proof but ≠ conversions.

2 min read
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GlossaryMarch 26, 2026

Bounce Rate (BR)

GA4 bounce rate = 100% - engagement rate. High bounce = landing page problem, not ad problem.

2 min read

The record

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