Note: Examples are based on EU/Swedish market conditions, including VAT and consent regulations.
A practical reference for understanding performance marketing metrics, their formulas, limitations, and common measurement pitfalls.
This repository focuses on metrics used in:
- Paid media (Meta, Google)
- E-commerce
- B2B lead generation
Definition
Formula
When it fails
Common mistakes
Definition
Formula
Why it's often ignored
Example
- Platform attribution vs GA4
- Why cheap leads are expensive
- Consent Mode side effects
- Offline conversion gaps
- Google Ads documentation
- Meta Ads measurement
- In-depth explanations (practical): https://tillvaxtfabriken.se/seo-byra/poas-vs-roas