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Notes on running an account that remembers

Field notes and research on paid media, memory, and the difference between a number and a decision.

AllGuides & ResearchReferenceProduct

124 posts in Reference

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ReferenceJune 28, 2025

Cost Cap

Cost cap = flexible target, not hard limit. Algorithm averages toward target. Better for scaling than bid cap.

2 min read
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ReferenceJune 24, 2025

Monthly Recurring Revenue (MRR)

MRR = monthly subscription revenue. 10%+ MoM growth is strong. Track New, Expansion, Churned, Contraction.

2 min read
A phone handset dangling by its cord above an oxblood-red carpet
ReferenceJune 21, 2025

Churn Rate

Churn target: under 5% annual. 5% monthly = 46% annual loss. Reducing churn > increasing acquisition.

2 min read
Overhead view of a cluttered desk with a coffee cup, phone handset, mouse and piles of paperwork
ReferenceJune 17, 2025

Payback Period

Payback: 12-18 months acceptable, under 12 strong, over 24 concerning. Determines cash needs.

2 min read

The record

Stop running an account that forgets.

Every decision written down, with its reason and its result. That is the whole product.

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