#unit economics
All blog materials tagged with "unit economics" Cases, analyzes and practical guides from Daniil Pustovalov - Digital Marketing Lead.
Marketer's calculators: six calculations that can be done in a minute
An overview of the calculations that are most often needed in work: CPA, CPL, ROAS, break-even point, LTV to CAC and unit economics. I’m figuring out which calculator for which question, what to substitute for the input and how to read the result.
CPL, CAC and LTV: how to read three metrics together, not separately
Three metrics alone do not answer any question about money. I’ll analyze how CPL differs from CAC, why LTV without a deadline is meaningless, how to combine them into one solution, and what numbers should be considered the norm for the Russian market.
Marketing budget 2026: how to calculate, distribute and defend to the CEO
“How much do we need for marketing?” - a question without a normal answer for most marketers. The calculation formula is based on unit economics, and not on “5% of turnover.” How to distribute across channels, how to defend to the CEO, how to set stop criteria.
Advertising on Wildberries and Ozon in 2026: unit economics and rate management
How to launch internal advertising on marketplaces with RRR up to 15%, correctly calculate unit economics and not waste your budget on a card without conversion. Cases from real WB and Ozon offices.
LTV/CAC benchmarks in Russia 2026: gaming, e-com, MedTech, fintech, EdTech
Real unit-economics for 5 niches of the Russian market: average LTV/CAC, payback period, AOV, frequency. Figures from my projects + anonymous pool of 12 companies. With formulas and red zones for niches.
How to calculate ROAS, CPL and LTV/CAC in 2026: formulas, errors, niche calculator
Formulas ROAS, CPL, CPA, LTV/CAC, payback period - without water. With an analysis of 6 typical errors in calculations (which I saw in 80% of client reports) and a table of normal values for 5 niches.