- AOV (Average Order Value)
- The product's price point. Extracted from each product's data header and 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. Relative to market competitiveness and ad quality.
- CTR (Click-Through Rate)
- Total Clicks / Total Impressions. Measures ad creative effectiveness. Benchmark: above 3% is considered good.
- L-CR (Lead Conversion Rate)
- Total Leads / Total Clicks. Measures landing page effectiveness at converting clickers into leads. Benchmark: above 20% is good.
- R-CR (Reservation Conversion Rate)
- Total Reservations / Total Leads. Measures bottom-funnel intent. 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. Amak uses two thresholds: ≥ 300% = Venture Pass (gold), ≥ 200% = Academic Pass (blue), < 200% = Inadequate (red).
- CPL (Cost Per Lead)
- Ad Spend / Total Leads. How much each lead costs to acquire through advertising.
- 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). Pessimistic and optimistic bands bracket the estimate.
- Validation Tiers
- Venture Pass (≥ 300%): Exceeds the Amak Studio threshold — validated for aggressive scaling. Academic Pass (≥ 200%): Meets the Swain academic threshold — validated for cautious investment. Inadequate (< 200%): Does not meet minimum threshold.