ReferenceJune 28, 2025
Cost Cap
Cost cap = flexible target, not hard limit. Algorithm averages toward target. Better for scaling than bid cap.
2 min readBlog
Notes on running an account that remembers
Field notes and research on paid media, memory, and the difference between a number and a decision.
124 posts in Reference
ReferenceJune 24, 2025
Monthly Recurring Revenue (MRR)
MRR = monthly subscription revenue. 10%+ MoM growth is strong. Track New, Expansion, Churned, Contraction.
2 min read
ReferenceJune 21, 2025
Churn Rate
Churn target: under 5% annual. 5% monthly = 46% annual loss. Reducing churn > increasing acquisition.
2 min read
ReferenceJune 17, 2025
Payback Period
Payback: 12-18 months acceptable, under 12 strong, over 24 concerning. Determines cash needs.
2 min readThe record
Stop running an account that forgets.
Bring captured changes, performance, and business context together for the next review.