Compare channel economics
See this course’s project requirements
A marketing analysis brief with a measurement card, campaign labels, channel economics, funnel review, attribution check and capped test plan.
Keep your working files in your own notebook or software. Save a private description, checklist, and work link in My Proof.
What to include
- A measurement card with an explicit counting rule.
- A campaign-link naming guide and mock tagged URL. A channel comparison separating ROAS, cost per order and contribution.
- A funnel analysis and one testable investigation.
- A deduplicated order total and an attribution note.
- A marketing decision brief with a capped test and success rule.
Review and revise
Use these criteria to check your work and choose what to improve.
- Calculations reconcile to the supplied records, with units and dates labeled.
- Assumptions and missing information are visible, including the changed scenario.
- The recommendation follows the evidence and explains an important limitation.
- The six lesson outputs form a usable handoff that another learner can check.
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The idea in everyday life
Lantern data: each order brings $50 revenue and costs $25 to produce and fulfill. Fixed costs and tax are excluded. All values are fictional.
Revenue per advertising dollar differs from profit. Include the cost of supplying the order.
Compare channel economics — worked practice
Revenue per advertising dollar differs from profit. Include the cost of supplying the order.
Lantern data: each order brings $50 revenue and costs $25 to produce and fulfill. Fixed costs and tax are excluded. All values are fictional.
Compare channel economics records
Paste at A1.
| AChannel | BVisits | COrders | DAd cost |
|---|---|---|---|
| A | 500 | 20 | 200 |
| B | 400 | 16 | 120 |
| C | 200 | 10 | 40 |
Copy as plain text
1. Compute cost per order
Divide ad cost by completed orders.
You should see: A $10; B $7.50; C $4.
This compares acquisition cost.
2. Compute revenue
Multiply orders by $50 and divide by ad cost for ROAS.
You should see: Revenue A $1000, B $800, C $500; ROAS 5, 6.67 and 12.5.
ROAS does not subtract production costs.
3. Compute contribution
Multiply orders by $25 then subtract ad cost.
You should see: A $300; B $280; C $210.
The largest ratio does not imply largest total contribution.
4. Explain comparison
Record both efficiency and total contribution.
You should see: C is most efficient in this case; A contributes most dollars.
Choose metrics that match the business question.
What to finish
A channel comparison separating ROAS, cost per order and contribution.
Watch for this
Calling ROAS a profit margin.
How can I tell I understand it?
Explain your calculation or classification and reproduce the changed case without copying the worked result.
Quick knowledge check
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Source & access notes · checked 2026-09-12
Inspected conversion value, costs and ROI distinctions.
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