Guides
Plain-English guides on break-even ROAS, attribution and creative testing, each with a worked example.
See Guides● Resources
D2C marketing resources to check your own numbers before you spend.
Calculators, a plain-English glossary and working notes from the studio. Free to use, with no email wall.
In short
Marketing resources are the free tools, definitions and working notes that help you make a spending decision with your own numbers instead of an average. MMC publishes free calculators and a plain-English glossary for D2C brands, so decisions start from your cost sheet, not a rule of thumb. There is no email wall and no gated download.
Monday Marketing Company (MMC) publishes free calculators and a plain-English glossary for D2C brands, so decisions start from your cost sheet, not a rule of thumb.
- Your costs, not averagesEvery calculator starts from your own figures.
- Free, no email wallUse them without handing over contact details.
- Plain EnglishTerms explained without more jargon.
Last updated
Where guessing costs money
Five decisions that go better with your own numbers.
These are the calls brands often make on a rule of thumb. Below is each one, and the free tool that replaces the guess.
- Stage 1 of 5Know your break-even ROAS
Chasing a ROAS number you heard elsewhere.
The ROAS a brand needs depends on its own margin, shipping, gateway fees and returns, not on an average.
What we doBreak-even ROAS calculatorEnter your costs to see the break-even ROAS your own cost sheet demands.
- Stage 2 of 5See what one order leaves
Looking at revenue instead of what an order leaves behind.
Between the price and your bank account sit tax, product cost, fulfilment, returns and acquisition cost.
What we doUnit economics calculatorEnter your price and costs to see contribution at each stage, then scale it into a monthly profit and loss.
- Stage 3 of 5Work out when customers pay back
Comparing lifetime value with acquisition cost using a rough average.
Repeat purchases tail off over time, so the month acquisition is paid back matters as much as the ratio.
What we doLTV:CAC calculatorModel repeat purchase as a decaying cohort to see lifetime contribution and the payback month.
Stage 4 of 5Plan the cash to get to profitExpecting profit from the first month of ads.
New accounts pay more for customers while they learn, and repeat purchases take time to arrive.
What we doCAC runway calculatorModel falling acquisition cost against repeat purchase to see the months to profit and the cash needed to get there.
- Stage 5 of 5Find where the funnel leaks
Fixing the ad when the leak is on the page.
Between an impression and a paid order there are several steps, and the weakest one caps everything after it.
What we doFunnel ROAS calculatorSet spend, CPM and order value, then move the conversion rates between an impression and a paid order.
Related
Keep going with the rest of the library.
D2C calculators
Break-even ROAS, unit economics, LTV:CAC, runway, funnel and growth calculators. No email wall.
See D2C calculatorsD2C marketing glossary
ROAS, CAC, LTV, AOV, RTO and the margin terms, explained in plain English.
See D2C marketing glossaryCommon questions
What people ask about the free tools.
Are the calculators free?
Yes. There is no email wall and no gated download.
Do the calculators forecast my results?
No. They show what your own numbers imply. They are not a promise of what a campaign will produce.
Who is the glossary for?
Founders and marketers who want ROAS, CAC, LTV and the margin terms explained in plain English.
Can someone go through the numbers with me?
Yes. Bring them to the audit call and a senior strategist will read them with you.
Want this run for your brand?
Tell us what you sell and who you sell to. We will tell you where we would start, whether you are a D2C brand, a B2B company or an educational institute.
Ready when you are
Bring your numbers. We will read them with you.
On a call, with a senior strategist. We read your cost sheet and ad accounts together and show where to start.
