Use Case

Ecommerce Media Planning

Ecommerce teams usually care about three things at the same time: cheap enough reach, strong revenue return, and a path to profitable repeat purchase.

Tools Blog

CPM matters for prospecting efficiency and creative testing.ROAS matters for short-term profitability.LTV:CAC matters for whether scaling actually compounds.

Guide

Recommended KPI stack

CPM and CTR for early-funnel creative and audience tests.
ROAS and contribution margin for campaign-level scaling.
LTV:CAC and repeat purchase rate for the business model check.

Metric Definitions

Planning sequence

Step	Question	Tool to use
1	How much reach can the budget buy?	CPM and Reach Calculator
2	Does the campaign generate enough revenue?	ROAS Calculator
3	Is scaling sustainable over time?	LTV:CAC Calculator

Key Pages

01 CPM Calculator Continue exploring this topic. Open 02 ROAS Calculator Continue exploring this topic. Open 03 What is LTV:CAC? Continue exploring this topic. Open

FAQ

Common Questions

What matters most for ecommerce?

Usually the combination of CPM, ROAS, and LTV:CAC.

Should ecommerce always optimize for the lowest CPM?

No. It should optimize for profitable revenue and sustainable customer value.

Which page should ecommerce teams read first?

The CPM formula and ROAS pages are the fastest starting point.