Ad Measurement posts
What Is CPC? Average Cost per Click, Bids, and CPA
Calculate average CPC correctly, distinguish bids from billing, compare CPA with click-based conversion rates, and diagnose cost changes without universal benchmarks.
Shusaku Yosa
Form Optimization (EFO): Measure Completion and Fix Abandonment
Understand form optimization, calculate completion rates with clear denominators, and use seven practical improvements and eight test cases to assess usability, acceptance and lead quality.
Shusaku Yosa
CRM and Marketing Automation Integration: Data Mapping and Sync Rules
Plan CRM and marketing automation integration around IDs, field ownership and suppression. Includes mapping, failure tests and a phased operational rollout.
Shusaku Yosa
How to Build a Marketing KPI Tree: Formulas and a Planning Template
Build marketing KPIs from revenue goals with consistent units and cohorts. Includes a lead-to-sale calculation, ARR reconciliation and a metric-definition worksheet.
Shusaku Yosa
MQL vs. SQL: Definitions, Qualification Criteria, and Handoff Rules
Define MQL and SQL criteria, sales acceptance and recycling rules. Includes a handoff worksheet and consistent conversion calculations using one lead cohort.
Shusaku Yosa
CPA in Marketing: Formula, CAC and Allowable Acquisition Cost
Calculate advertising CPA, distinguish it from CPC and CAC, and set profitable limits for purchases and leads using contribution margin and close rates.
Shusaku Yosa
View-Through Conversions: Windows, Platform Rules and Measurement
Understand view-through conversions, platform reporting differences, attribution windows and overlap, without confusing attributed sales with incremental lift.
Shusaku Yosa
How to Calculate CVR and GA4 Session Key Event Rate
Choose the right conversion-rate denominator, distinguish event counts from converting sessions, and aggregate or interpret small samples correctly in GA4.
Shusaku Yosa
Focus Group Interviews: A 90-Minute Guide, Questions and Analysis
Learn when to use focus groups, how to recruit participants and run a 90-minute session. Includes neutral question examples and an analysis template.
Shusaku Yosa
Ad Frequency: Formula, Fatigue Signals and Frequency Caps
Interpret ad frequency with reach and time period, investigate saturation, and use eligible frequency caps without relying on a universal optimal number.
Shusaku Yosa
How to Budget for Search Ads: Costs, CPC and Conversion Rates
Build a paid-search budget from CPC, conversion rate and allowable CPA. Separate media, management and production costs with worked examples in Japanese yen.
Shusaku Yosa
What Is KGI? KGI vs KPI with Marketing Examples
Learn what KGI means, how it differs from KPI, and how to build a consistent revenue-to-leads model with owners, definitions and review decisions.
Shusaku Yosa