Metric Definitions

AOV (Average Order Value)

The product's price point. Used to calculate estimated revenue.

Ad Spend

Total budget spent on advertising across the full 30-day campaign.

CPM (Cost Per Mille)

Cost per 1,000 impressions. Calculated as (Ad Spend / Impressions) × 1000.

CTR (Click-Through Rate)

Total Clicks / Total Impressions. Benchmark: above 3% is good.

L-CR (Lead Conversion Rate)

Total Leads / Total Clicks. Benchmark: above 20% is good.

R-CR (Reservation Conversion Rate)

Total Reservations / Total Leads. Benchmark: above 5% is good.

eRev (Estimated Revenue)

Projected revenue: estimated Sales × AOV. Three scenarios model pessimistic, realistic, and optimistic outcomes.

eROAS (Estimated Return on Ad Spend)

(eRev / Total Budget) × 100. Thresholds: ≥ 300% = Venture Pass, ≥ 200% = Academic Pass, < 200% = Inadequate.

CPL (Cost Per Lead)

Ad Spend / Total Leads. How much each lead costs to acquire.

CPR (Cost Per Reservation)

Ad Spend / Total Reservations. How much each reservation costs to acquire.

Swain Benchmarks

Revenue modeling framework: 1% of Leads purchase (realistic), 30% of Reservations purchase (realistic).

Validation Tiers

Venture Pass (≥ 300%): Validated for aggressive scaling. Academic Pass (≥ 200%): Validated for cautious investment. Inadequate (< 200%): Does not meet minimum threshold.