I've been working in PPC for several years, and I'm comfortable analyzing campaigns using Google Ads and Meta Ads dashboards. But since getting involved with a marketplace business, I've realized there's a much bigger picture I need to understand.
That includes customer lifetime value, profit margins, repeat purchases, new vs. returning customers, average order value, attribution windows, and channel mix. I understand what each metric means individually, but connecting them and figuring out what they actually say about a business's health is where I sometimes struggle.
I don't want to know whether a campaign is generating conversions at an acceptable CPA. I want to understand whether the business is actually growing profitably, what's driving that growth, which channels are bringing in valuable customers, and where the marketing budget should go. For those who've developed this kind of analytical thinking, how did you learn it? Were there any books, courses, mentors, or practical exercises that made it click?
I'm particularly interested in how you approach the analysis. What do you look at first? How do you connect customer behavior, revenue, margins, and acquisition costs? And how do you turn that information into actual business decisions?
I'm not looking for another list of PPC metrics to track. I'd rather learn how experienced marketers think about the business as a whole.
Also, if anyone offers 1:1 consulting and would be interested in reviewing my actual business numbers together, I'd be happy to pay for a session. I'd find it much more valuable to see how an experienced marketer approaches analysis in practice rather than just discussing theory.
Would love to hear how you developed this skill.
That includes customer lifetime value, profit margins, repeat purchases, new vs. returning customers, average order value, attribution windows, and channel mix. I understand what each metric means individually, but connecting them and figuring out what they actually say about a business's health is where I sometimes struggle.
I don't want to know whether a campaign is generating conversions at an acceptable CPA. I want to understand whether the business is actually growing profitably, what's driving that growth, which channels are bringing in valuable customers, and where the marketing budget should go. For those who've developed this kind of analytical thinking, how did you learn it? Were there any books, courses, mentors, or practical exercises that made it click?
I'm particularly interested in how you approach the analysis. What do you look at first? How do you connect customer behavior, revenue, margins, and acquisition costs? And how do you turn that information into actual business decisions?
I'm not looking for another list of PPC metrics to track. I'd rather learn how experienced marketers think about the business as a whole.
Also, if anyone offers 1:1 consulting and would be interested in reviewing my actual business numbers together, I'd be happy to pay for a session. I'd find it much more valuable to see how an experienced marketer approaches analysis in practice rather than just discussing theory.
Would love to hear how you developed this skill.