Payment & Metrics
Unit Economics
The per-conversion breakdown of cost vs revenue for a single unit of traffic.
Unit economics is the per-conversion breakdown of cost versus revenue for a single unit of traffic — what one click, lead, or FTD costs you fully loaded, against what it earns. It decomposes campaign profitability into its atomic parts: CPC through funnel conversion rates on the cost side, payout or LTV-based revenue on the other.
Buyers use unit economics to know their numbers before scaling: if a click costs $0.30, the funnel converts clicks to FTDs at 1%, and the payout is $120, the unit math says $30 cost against $120 revenue and the campaign can absorb a lot of degradation. The classic error is excluding hidden costs — accounts, proxies, apps, creative production — which flip marginal campaigns from paper-profitable to actually losing. Recompute per geo and source; blended unit economics hide dying segments.
In buyer speech
“Run the unit economics before asking for more budget — with account costs in, we're making $11 per FTD, not the $30 on the dashboard.”