# Paid Media Economics Workbook
MAVERICK INC. | FIELD GUIDE 04

Analyze spend using CAC, margin, ROAS and cash payback rather than vanity metrics.

## What this system is designed to accomplish

The purpose is not to create another unused report. It is to create a repeatable decision process that connects evidence, owner accountability, and action. Numbers in examples are illustrative, not verified customer results.

## Four-stage implementation checklist

### Step 1: Model break-even ROAS using variable cost and gross margin
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

### Step 2: Compare platform ROAS with CRM-verified revenue
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

### Step 3: Calculate customer acquisition and first-order contribution
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

### Step 4: Model how conversion rate and spend change profitability
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

## Deliverables checklist
- [ ] ROAS model
- [ ] Channel economics sheet
- [ ] CAC sensitivity planner
- [ ] Budget decision rules

## Executive diagnostic questions
- Does attributed revenue equal paid revenue?
- What is the allowable CAC after variable costs?
- How do discounts and refunds affect break-even?
- Which campaigns generate profitable customers?

## Quality control standard
- Never combine different definitions of the same KPI without reconciling the sources.
- Label unverified, illustrative or directional findings.
- Validate formulas on known test cases.
- Keep a change log: observation, recommendation, owner, due date and verified result.
- Judge financial impact using actual costs, margin and collected revenue when available.

## How to use the workbook
Open the accompanying Maverick Business OS workbook. Locate the tab matching this topic, replace example inputs with your actual data, validate the metric definitions, and use the action column to log your next decision. Do not share sensitive customer-level data without an appropriate agreement and security review.

## 30 / 60 / 90-day accountability
- Day 30: establish working definitions, initial diagnostics, owners and a prioritized set of actions.
- Day 60: test changes, review actual results and discontinue weak hypotheses.
- Day 90: scale validated improvements and make the reporting process repeatable.

For a private business review: https://maverick.plus/#book
Contact: ian@maverick.plus

Copyright Maverick Inc. Internal business use permitted. No guarantee of commercial outcome is implied.