Learn the numbers behind
your marketing.
Plain-language guides on attribution, ROAS, CAC, UTMs, and every metric that tells you what's actually making you money.
ROAS & CAC Calculator
Enter your ad spend and revenue to see your blended ROAS, CAC, cost per lead, and profit.
Open calculator →Free toolLTV Calculator
Calculate lifetime value, gross-profit LTV, and your LTV:CAC ratio from order and retention data.
Open calculator →Free toolMarketing Budget Calculator
Set a revenue goal and target ROAS to find out how much to spend and how many orders you need.
Open calculator →Free toolUTM Builder
Build a properly tagged UTM URL in seconds. Paste it into any ad, email, or bio link.
Open builder →ReferenceAttribution Glossary
Plain-language definitions for every term: ROAS, CAC, LTV, multi-touch attribution, UTM parameters, CAPI, and more.
Browse glossary →Attribution 101: How to Know Which Ads Actually Make You Money
A plain-language primer on marketing attribution: what it is, why it’s hard, and how to start tying ad spend to real revenue.
AttributionWhy Ad Platforms Over-Report Your Conversions (and What to Trust)
Every platform claims credit for the same sales. Here’s why the numbers don’t add up and what a neutral source of truth looks like.
MetricsBlended ROAS vs MER vs Platform ROAS: Which Number to Trust
Three numbers that sound similar but tell very different stories. The one you should anchor your decisions to.
TrackingThe No-BS Guide to UTM Parameters
How UTM tags work, the exact naming conventions that keep reports clean, and the common mistakes that make your data useless.
MetricsHow to Calculate Your True CAC (and Why Your Spreadsheet Lies)
Most CAC calculations miss half the costs. Here’s the full formula and why getting it right changes what you spend on ads.
AttributionFirst-Touch vs Last-Touch vs Multi-Touch Attribution, Explained
A side-by-side breakdown of the three main attribution models, when each one distorts reality, and which fits different business types.
Ready to track these metrics on your business?
Cavor ties every guide topic (attribution, ROAS, CAC, UTMs) to your live data. Join the early-access waitlist.