In the world of finance, there are key concepts that every entrepreneur, executive, or investor should understand to assess the financial health of a company. One of the most fundamental is Free Cash Flow (FCF). This metric is essential for evaluating a company’s ability to generate cash after covering its operating expenses and investments in […]

Gross margin and net margin are two super important financial metrics for any business, especially in retail and ecommerce, where costs can be all over the place. These metrics help assess profitability and operational efficiency, guiding decisions to better use resources and improve financial performance. In this post, we’ll break down what gross margin and […]

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To evaluate the effectiveness of marketing efforts and advertising campaigns, most marketers use ROAS (return on advertising investment), which is calculated by dividing the revenue obtained as a result of the campaign by the investment in the given channel. However, very few of them take into account something as important as incrementality, which, according to […]