Guides

Practical guides for brands that measure what they spend.

Plain-English guides on the numbers and habits behind profitable marketing and admissions, each linked to a free tool or a service.

  • Method and exampleThe formula, then a worked example.
  • Linked to toolsA free calculator beside each guide.
  • Written for practitionersPlain English, no jargon left unexplained.

Margin and measurement

Contribution margin and the ROAS you need to break even

Is my ROAS actually profitable?

A ROAS can look healthy and still lose money. Here is how to work out what an order really leaves behind, and the ROAS you need to break even.

4 min readBy Monday Marketing Company

Read the guideBreak-even ROAS calculator
A laptop open on a resources library, beside printed guides on a desk.

In short

A marketing guide is a plain explanation of one decision, with the method and a worked example, so you can apply it to your own numbers. MMC writes guides on the decisions that decide whether marketing makes money or fills a college intake, for D2C founders, marketers and admissions teams, each linked to a free calculator or service. They use made-up examples and promise no results.

Monday Marketing Company (MMC) writes guides on the decisions that decide whether marketing makes money or fills an intake, each linked to a free calculator or service.

The guides

Decisions that go better with a method.

Each guide starts from a mistake we see often. Pick the one closest to yours.

Guide 01Margin and measurement

Contribution margin and the ROAS you need to break even

Is my ROAS actually profitable?What you will learnHow to work out your break-even ROAS from your own costs, with a worked example.4 min readRead the guideGuide 02Margin and measurement

Why ad dashboards report more sales than you made

Why do Meta, Google and my store disagree?What you will learnHow to start from store orders, track blended ROAS and check the big decisions with simple tests.3 min readRead the guideGuide 03Creative

How D2C brands test ad creative without guessing

How do I find ads that work, not just ads I like?What you will learnHow to test hooks, angles and formats, read the results and refresh before ads tire.3 min readRead the guideGuide 04Education

Admission Marketing Plan for Colleges in India

When do I plan and spend across an admissions cycle?What you will learnHow to plan an intake from the first search to the first day of class, with the four numbers to track and a month-by-month checklist.9 min readRead the guide
The numbers we start with

Check your own figures beside each guide.

Break-even ROAS, unit economics, LTV:CAC, runway, funnel and growth calculators.See all free tools

Related

The D2C marketing glossary, term by term.

ROAS, CAC, LTV, AOV, RTO and the margin terms in plain English.

Read the glossaryContent marketingStrategy, writing and distribution built around buyer questions.See Content marketing
Common questions

What people ask about the guides.

Are the guides free?

Yes. There is no email wall.

Who are the guides for?

Founders and marketers at D2C brands, admissions and marketing teams at colleges, and anyone who wants the method behind a marketing decision.

Do the guides promise results?

No. They explain a method and use made-up examples to show it. Your own numbers decide the answer.

Can someone go through my numbers?

Yes. Bring them to the audit call.

Ready when you are

Take the guides to your own numbers.

On a call, with a senior strategist. We apply the method to your cost sheet and your ad accounts.

Run the numbers yourself
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