Calculators

CPM, CPC, CTR, CPA, conversion rate, ROAS and more. Organised by the question you are asking. Each shows its formula with your numbers, says what to consider, and gives the matching Looker Studio field.

Templates

Fill in a short form, then copy the result: an ad brief for an agency or vendor, with the checks that prevent common problems already in it.

Notes

Longer pieces on reporting and running ads: what to present, what to look out for, and what the common columns in platform exports mean.