The arithmetic behind the marketing.

How a click becomes a booked job, what a report should and should not claim, and what software should do for a marketer rather than instead of one. Written down, so you can check any agency's work, including ours.

Written by Daniel Hemmerich, Founder & CEO

Updated November 2026

Why we ask what a job is worth before we ask what a click costs

Cost per click is the first number an ad platform shows you. It is also the least useful one. Here is the chain of arithmetic that turns it into a number you can run a business on.

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