Know what a lead costs. Learn how paid search and paid social work.
Every class teaches one idea, asks you three questions on it and then puts it to work on a real company.
Relevance is a discount. A better ad beats a bigger bid.
Cost per lead is your price for a maybe. Define the maybe carefully.
A lead is cheap and a customer is dear. Price the customer.
Search catches people who are looking. Social is why they start.
Fix the step people leave at before you buy more people.
Attribution is a rule. Know which way yours is wrong.
Set the target from what a customer is worth. Then see what you paid.
Tell the machine what a customer is worth and then leave it alone for three weeks.
Decide the sample size before you start. Read it once.
Attribution says who touched it. Incrementality says whether it mattered.
One number at the top. Five that explain it. A target next to every one.
The target decides the budget. Spend each channel to its marginal CAC and not a dollar past it.
Figures. Most of this course is worked arithmetic because the numbers a marketer works with are their own. The public figures used were checked against the SEC's XBRL record on Sep 7 2026 unless marked otherwise. In millions of US dollars.
| Company | Period | Figure | Value ($M) | Concept checked |
|---|---|---|---|---|
| Alphabet | FY2023 | Total revenue | 307,394 | RevenueFromContractWithCustomerExcludingAssessedTax |
| Alphabet | FY2023 | Google advertising revenue | 237,855 | from the 10-K income statement. Not a top-level XBRL concept |
| Meta Platforms | FY2023 | Total revenue | 134,902 | RevenueFromContractWithCustomerExcludingAssessedTax |
| Meta Platforms | FY2023 | Advertising revenue | 131,948 | from the 10-K. Not a top-level XBRL concept |
Ten minutes. No account. No card.
Take my first class