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Smarter Marketing Starts With Better Decisions
Free marketing calculators, practical guides, and insights for people who run campaigns.
Featured Tools
ROAS Calculator
Calculate your return on ad spend from spend and revenue.
ProfitabilityBreak-Even ROAS Calculator
Find the minimum ROAS you need to break even, based on your contribution margin.
Conversion OptimizationConversion Rate Calculator
Calculate your conversion rate from visitors (or clicks) and conversions.
Paid MediaCPA Calculator
Calculate your cost per acquisition from ad spend and conversions.
Paid MediaMarketing Budget Pacing Calculator
Check whether a campaign is on pace to spend its budget, and find the required daily spend.
AnalyticsMarketing Performance Diagnostic
Compare two reporting periods and get a deterministic, rule-based breakdown of what changed and why.
Latest Insights
How to Analyze Week-Over-Week Campaign Performance
A practical walkthrough for comparing two reporting periods without jumping to conclusions — what to look at first, and how to use a structured diagnostic instead of guessing.
Marketing Analytics & AttributionThe Difference Between Blended ROAS and Platform ROAS
Platform-reported ROAS and blended ROAS (MER) use the same formula but very different inputs — here's why they diverge and when to trust each one.
Google Ads & Paid MediaUnderstanding CPM, CTR, CPC, and Conversion Rate Together
CPM, CTR, CPC, and conversion rate aren't four separate numbers — they're linked by exact formulas. Here's how they fit together, with a worked example.
Google Ads & Paid MediaHow to Diagnose a Sudden CPC Increase
A step-by-step approach to figuring out why your average cost per click went up, using the exact relationships between CPM, CTR, and CPC.
Google Ads & Paid MediaWhy CPA Increases Even When Conversions Increase
CPA can rise even while conversions grow, if spend grows faster. Here's the exact math behind it, and how to tell whether traffic cost or conversion efficiency is driving it.
Marketing ProfitabilityHow to Calculate Your Break-Even ROAS
A step-by-step guide to finding the minimum ROAS you need to break even, using contribution margin rather than gross margin.
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About Signal PPC
Signal PPC is a free resource for marketers who want clearer, more honest answers about campaign performance and profitability. We build practical calculators and write straightforward guides covering paid media, profitability, conversion optimization, analytics, and more — without fabricated case studies or inflated claims.