# Growth Opt Playbook

> Free, no-signup performance marketing analysis tools that turn campaign data into one next action.

Growth Opt Playbook is built for performance marketers. Uploaded CSV and Google Sheets data is processed in the user's browser and is not sent to the application server. Korean is the primary language, and verified English routes are listed separately.

## Start — Korean

- [내 CSV로 분석 시작](https://growthoptplaybook.com/start): CSV 구조를 브라우저에서 확인하고 가능한 분석을 추천합니다.
- [CSV 없이 성과 원인 찾기](https://growthoptplaybook.com/diagnose): 증상에서 확인 순서와 다음 도구를 찾습니다.
- [빠른 마케팅 계산](https://growthoptplaybook.com/calculator): 목표 CPA, 손익분기 ROAS, LTV:CAC와 표본수를 계산합니다.
- [CSV 템플릿](https://growthoptplaybook.com/templates): 분석 도구별 입력 컬럼 템플릿을 받습니다.
- [운영 가이드](https://growthoptplaybook.com/guide): 측정, 매체 운영, 소재와 분석 SOP를 확인합니다.

## Analysis tools — Korean

- [콘텐츠 요소 분석](https://growthoptplaybook.com/content/element-analysis): 후킹·형식·길이·메시지 요소가 성과와 어떻게 연결되는지 통제변수를 포함한 회귀로 비교합니다.
- [소재 피로도 분석](https://growthoptplaybook.com/content/freshness): 소재별 CTR·CVR·CPA와 피로 신호를 비교해 지금 교체할 광고와 다음 제작 우선순위를 정합니다.
- [운영 대시보드](https://growthoptplaybook.com/dashboard): 캠페인 CSV를 브라우저에서 분석해 비용·설치·CPI·ROAS와 변동 신호를 한 화면에서 확인합니다.
- [핵심 가치 발굴](https://growthoptplaybook.com/tools/aha-moment): 어떤 초기 행동을 며칠 안에 몇 번 한 사용자가 장기 가치로 이어지는지 리프트와 지지도로 탐색합니다.
- [예산 배분 시뮬레이터 | 채널별 증액·감액](https://growthoptplaybook.com/tools/budget-allocation): 채널별 한계 CPA·ROAS와 지출 여력을 바탕으로 다음 예산을 어디에 늘리고 줄일지 시뮬레이션하는 무료 마케팅 예산 배분 도구입니다.
- [캠페인 포화도 진단](https://growthoptplaybook.com/tools/campaign-saturation): 채널·캠페인별 한계 CPA와 ROAS를 비교해 예산을 더 늘릴 곳과 이미 포화된 곳을 구분합니다.
- [캠페인 성과 변동 분석](https://growthoptplaybook.com/tools/campaign-variance): 성과 변화를 물량·효율·믹스 효과로 무잔차 분해해 어느 채널과 캠페인이 변동을 만들었는지 찾습니다.
- [광고 카니발라이제이션 진단 | 유료·오가닉 잠식](https://growthoptplaybook.com/tools/cannibalization-diagnosis): 유료 성과가 늘 때 오가닉·브랜드 성과가 줄었는지 네 가지 신호로 점검하고 홀드아웃이 필요한 채널을 좁힙니다.
- [A/B 실험 분석](https://growthoptplaybook.com/tools/experiment-analysis): 필요 표본을 설계하고 두 그룹의 차이·신뢰구간·검정력을 함께 확인해 출시, 중단, 추가 수집을 결정합니다.
- [증분 효과 분석](https://growthoptplaybook.com/tools/incrementality): 통제군 또는 캠페인 전후 데이터를 비교해 광고가 없었어도 생겼을 성과를 제외한 순수 증분을 추정합니다.
- [마케팅 회귀 예측](https://growthoptplaybook.com/tools/marketing-forecast): 예측 전용 회귀와 봉인 OOS 검증으로 다음 기간의 성과와 불확실성을 확인합니다.
- [마케팅 반응 분석 | MMM·잠식·예측](https://growthoptplaybook.com/tools/marketing-response): 추세·광고 잠식·MMM 채널 기여·회귀 예측을 한 CSV로 분석해 다음 예산과 검증할 가설을 정합니다.
- [마케팅 추세 분석](https://growthoptplaybook.com/tools/marketing-trend): 광고 판단 전 자연 추세·계절성·이상 주차를 분리해 성과 변화의 기준선을 확인합니다.
- [MMM 기여도 분석](https://growthoptplaybook.com/tools/mmm-contribution): 채널·기본 수요·이벤트의 성과 기여를 마케팅 믹스 모델로 분해합니다.
- [Paid·Organic 변화맵 | 주간 패턴 체크](https://growthoptplaybook.com/tools/paid-organic-trend): Organic과 Paid 성과의 WoW 움직임을 최근 주차 색상 궤적으로 확인하고 정밀 카니발 진단이 필요한 패턴을 빠르게 찾습니다.

## Practical articles — Korean

- [광고 소재 테스트 방법: 적은 예산으로 몇 개까지 돌려야 할까?](https://growthoptplaybook.com/blog/ad-creative-testing): 테스트 예산과 목표 CPA로 적정 소재 수를 계산하고 가설 설정부터 승자·보류·탈락 판정까지 정리합니다.
- [Aha Event로 광고 최적화하기: 설치 CPA와 리텐션 연결](https://growthoptplaybook.com/blog/aha-event-ad-optimization): Aha Event로 광고 최적화하기: 설치 CPA와 리텐션 연결. 핵심 기준과 실무 확인 순서를 정리합니다.
- [퍼포먼스 마케팅 지표: 처음 볼 4개부터 CPA·ROAS 진단까지](https://growthoptplaybook.com/blog/performance-marketing-metrics): 퍼포먼스 마케팅 지표: 처음 볼 4개부터 CPA·ROAS 진단까지. 핵심 기준과 실무 확인 순서를 정리합니다.
- [전환율(CVR) 개선: 퍼널 이탈 진단부터 A/B 검증까지](https://growthoptplaybook.com/blog/funnel-dropoff-analysis): 전환율(CVR) 개선: 퍼널 이탈 진단부터 A/B 검증까지. 핵심 기준과 실무 확인 순서를 정리합니다.
- [광고 성과 하락 원인: CPA·CTR 떨어질 때 4단계 진단](https://growthoptplaybook.com/blog/ad-performance-diagnosis): 광고 성과 하락 원인: CPA·CTR 떨어질 때 4단계 진단. 핵심 기준과 실무 확인 순서를 정리합니다.
- [마케팅 예산 배분: 삭감·증액·재배분의 한계 ROAS·CPA](https://growthoptplaybook.com/blog/budget-marginal-efficiency): 마케팅 예산 배분: 삭감·증액·재배분의 한계 ROAS·CPA. 핵심 기준과 실무 확인 순서를 정리합니다.
- [리타겟팅·재참여 캠페인 운영: UA와 분리하는 이유](https://growthoptplaybook.com/blog/retargeting-reengagement-guide): 리타겟팅·재참여 캠페인 운영: UA와 분리하는 이유. 핵심 기준과 실무 확인 순서를 정리합니다.
- [포스트백 연동 가이드: SAN·S2S·설치 0 오류 해결](https://growthoptplaybook.com/blog/postback-integration-guide): 포스트백 연동 가이드: SAN·S2S·설치 0 오류 해결. 핵심 기준과 실무 확인 순서를 정리합니다.
- [Meta Advantage+ App 최적화: OS·이벤트·입찰 설정](https://growthoptplaybook.com/blog/meta-advantage-plus-guide): Meta Advantage+ App 최적화: OS·이벤트·입찰 설정. 핵심 기준과 실무 확인 순서를 정리합니다.
- [광고 첫 3초 후킹: 영상 소재 이탈률 줄이는 방법](https://growthoptplaybook.com/blog/hook-3-seconds-framework): 광고 첫 3초 후킹: 영상 소재 이탈률 줄이는 방법. 핵심 기준과 실무 확인 순서를 정리합니다.
- [이벤트 택소노미 설계: GA4·MMP 전환 데이터 이름 규칙](https://growthoptplaybook.com/blog/event-taxonomy-guide): 이벤트 택소노미 설계: GA4·MMP 전환 데이터 이름 규칙. 핵심 기준과 실무 확인 순서를 정리합니다.
- [광고 소재 규격 가이드: 매체별 사이즈·세이프존](https://growthoptplaybook.com/blog/ad-creative-specs-guide): 광고 소재 규격 가이드: 매체별 사이즈·세이프존. 핵심 기준과 실무 확인 순서를 정리합니다.
- [GA4 데이터 오류처럼 보이는 숫자 차이: 집계 기준 7가지](https://growthoptplaybook.com/blog/ga4-data-traps): GA4 데이터 오류처럼 보이는 숫자 차이: 집계 기준 7가지. 핵심 기준과 실무 확인 순서를 정리합니다.
- [어트리뷰션 데이터 불일치 원인: 매체·GA4·MMP 전환수 비교](https://growthoptplaybook.com/blog/attribution-data-mismatch): 어트리뷰션 데이터 불일치 원인: 매체·GA4·MMP 전환수 비교. 핵심 기준과 실무 확인 순서를 정리합니다.
- [LTV:CAC 3:1이면 안심? 그 계산, 대부분 틀리게 하고 있어요](https://growthoptplaybook.com/blog/ltv-cac-ratio): LTV:CAC 3:1이면 안심? 그 계산, 대부분 틀리게 하고 있어요. 핵심 기준과 실무 확인 순서를 정리합니다.
- [iOS 성과가 반토막으로 '보이는' 이유 — ATT·SKAN 측정 정리](https://growthoptplaybook.com/blog/ios-att-skan-guide): iOS 성과가 반토막으로 '보이는' 이유 — ATT·SKAN 측정 정리. 핵심 기준과 실무 확인 순서를 정리합니다.
- [Google UAC(앱 캠페인) 최적화, 뭘 건드릴 수 있나](https://growthoptplaybook.com/blog/google-uac-optimization): Google UAC(앱 캠페인) 최적화, 뭘 건드릴 수 있나. 핵심 기준과 실무 확인 순서를 정리합니다.
- [CPI·CPA·CPM·CPC 차이: 광고 지표 계산과 선택 기준](https://growthoptplaybook.com/blog/cpi-cpa-cpm-difference): CPI·CPA·CPM·CPC 차이: 광고 지표 계산과 선택 기준. 핵심 기준과 실무 확인 순서를 정리합니다.
- [D1·D7·D30 리텐션 코호트 분석: 평균이 숨기는 이탈 읽는 법](https://growthoptplaybook.com/blog/cohort-analysis-guide): D1·D7·D30 리텐션 코호트 분석: 평균이 숨기는 이탈 읽는 법. 핵심 기준과 실무 확인 순서를 정리합니다.
- [광고 카니발라이제이션이란? 유료·오가닉 잠식 측정](https://growthoptplaybook.com/blog/cannibalization-organic-paid): 내부 카니발라이제이션과 유료·오가닉 잠식을 구분하고 측정하는 방법입니다.
- [캠페인 이상 탐지: CPA 급등·전환 급감 원인 찾기](https://growthoptplaybook.com/blog/campaign-anomaly-detection): 캠페인 이상 탐지: CPA 급등·전환 급감 원인 찾기. 핵심 기준과 실무 확인 순서를 정리합니다.
- [ASO 전략: 광고비 태우기 전 스토어 전환부터 막는 법](https://growthoptplaybook.com/blog/aso-basics-guide): ASO 전략: 광고비 태우기 전 스토어 전환부터 막는 법. 핵심 기준과 실무 확인 순서를 정리합니다.
- [Apple Search Ads, 캠페인 왜 4개로 쪼개나 — 구조부터](https://growthoptplaybook.com/blog/apple-search-ads-guide): Apple Search Ads, 캠페인 왜 4개로 쪼개나 — 구조부터. 핵심 기준과 실무 확인 순서를 정리합니다.
- [Aha Moment 찾는 법: 초기 행동과 리텐션 분석](https://growthoptplaybook.com/blog/aha-moment-retention): Aha Moment 찾는 법: 초기 행동과 리텐션 분석. 핵심 기준과 실무 확인 순서를 정리합니다.
- [AI 시대 퍼포먼스 마케터 역량: 자동화 이후에도 남는 일](https://growthoptplaybook.com/blog/ai-era-marketer): AI 시대 퍼포먼스 마케터 역량: 자동화 이후에도 남는 일. 핵심 기준과 실무 확인 순서를 정리합니다.
- [광고 머신러닝 학습 단계: CPA 급등 원인과 운영 방법](https://growthoptplaybook.com/blog/ad-machine-learning): 광고 머신러닝 학습 단계: CPA 급등 원인과 운영 방법. 핵심 기준과 실무 확인 순서를 정리합니다.
- [브로드 타겟 vs 좁은 타겟: 광고 오디언스 선택 기준](https://growthoptplaybook.com/blog/audience-broad-vs-narrow): 브로드 타겟 vs 좁은 타겟: 광고 오디언스 선택 기준. 핵심 기준과 실무 확인 순서를 정리합니다.
- [퍼포먼스 마케터 스킬, 툴 이름부터 외우면 순서가 틀렸어요](https://growthoptplaybook.com/blog/performance-marketer-skills): 퍼포먼스 마케터 스킬, 툴 이름부터 외우면 순서가 틀렸어요. 핵심 기준과 실무 확인 순서를 정리합니다.
- [라스트클릭이 브랜드검색만 칭찬할 때 — 채널 기여도, MMM으로 재는 법](https://growthoptplaybook.com/blog/marketing-mix-modeling): 라스트클릭이 브랜드검색만 칭찬할 때 — 채널 기여도, MMM으로 재는 법. 핵심 기준과 실무 확인 순서를 정리합니다.
- [증분성 측정이란? 홀드아웃·DiD로 광고 효과 검증](https://growthoptplaybook.com/blog/incrementality-measurement): 증분성 측정이란? 홀드아웃·DiD로 광고 효과 검증. 핵심 기준과 실무 확인 순서를 정리합니다.
- [상관관계와 인과관계 차이: 마케팅 실험으로 검증하기](https://growthoptplaybook.com/blog/correlation-vs-causation): 상관관계와 인과관계 차이: 마케팅 실험으로 검증하기. 핵심 기준과 실무 확인 순서를 정리합니다.
- [A/B 테스트 방법: 표본 크기·유의성·판정 기준](https://growthoptplaybook.com/blog/ab-testing): A/B 테스트 방법: 표본 크기·유의성·판정 기준. 핵심 기준과 실무 확인 순서를 정리합니다.

## Calculators — Korean

- [LTV:CAC 계산기](https://growthoptplaybook.com/calculator/ltv-cac): 한 고객을 데려오는 데 쓴 돈을 고객 가치가 얼마나 덮는지 확인합니다.
- [손익분기 ROAS 계산기](https://growthoptplaybook.com/calculator/break-even-roas): 매출이 아니라 남는 이익을 기준으로 광고의 최소 ROAS를 잡습니다.
- [목표 CPA 계산기](https://growthoptplaybook.com/calculator/target-cpa): 판매 1건에서 남겨야 할 이익을 먼저 빼고 허용 가능한 획득비용을 정합니다.
- [A/B 테스트 표본수 계산기](https://growthoptplaybook.com/calculator/ab-test-sample-size): 결과를 보기 전에 필요한 표본과 기간을 고정해 조기 종료 오류를 줄입니다.
- [예산별 예상 설치수 계산기](https://growthoptplaybook.com/calculator/expected-installs): 예산을 CPI로 나눠 기본 설치수와 보수·낙관 범위를 빠르게 잡습니다.

## Glossary — Korean

- [다중공선성 (Multicollinearity)](https://growthoptplaybook.com/glossary/multicollinearity): 여러 독립변수가 서로 강하게 얽혀서, 회귀분석이 누구의 효과인지 구분 못 하는 현상
- [딥링크 (Deep Link)](https://growthoptplaybook.com/glossary/deep-link): 앱을 홈 화면이 아니라 특정 화면(상품 상세 등)으로 바로 열어주는 링크
- [리텐션 (Retention)](https://growthoptplaybook.com/glossary/retention): 설치·가입한 유저 중 일정 기간 뒤에도 남아있는 비율
- [애드스톡 (Adstock)](https://growthoptplaybook.com/glossary/adstock): 광고를 끈 뒤에도 남아서 이어지는 잔존 광고효과
- [업리프트 (Uplift)](https://growthoptplaybook.com/glossary/uplift): 광고를 봤을 때와 안 봤을 때를 비교해, 광고가 실제로 더 만들어낸 순수 증가분
- [응답곡선 (Response Curve)](https://growthoptplaybook.com/glossary/response-curve): 지출을 늘릴수록 전환이 어떻게 따라오는지 보여주는 곡선 — 보통 S자 모양
- [인크리멘탈리티 (Incrementality)](https://growthoptplaybook.com/glossary/incrementality): 광고가 실제로 추가로 만들어낸 순수 성과 — 증분성
- [카니발라이제이션 (Cannibalization)](https://growthoptplaybook.com/glossary/cannibalization): 유료 광고가 어차피 왔을 오가닉 유입을 대신 잡아먹는 현상
- [코호트 (Cohort)](https://growthoptplaybook.com/glossary/cohort): 같은 시점(같은 날·같은 주)에 시작한 유저 묶음
- [클릭 인젝션 (Click Injection)](https://growthoptplaybook.com/glossary/click-injection): 설치 직전에 가짜 클릭을 끼워 넣어 어트리뷰션 크레딧을 가로채는 부정 트래픽 수법
- [퍼널 (Funnel)](https://growthoptplaybook.com/glossary/funnel): 노출→클릭→설치→가입→구매처럼 단계별로 줄어드는 전환 흐름
- [한계 CPA · 한계 ROAS (Marginal CPA / ROAS)](https://growthoptplaybook.com/glossary/marginal-cpa): 지금 지출에서 다음 1원(또는 마지막 1원)의 CPA·ROAS — 증액·재배분·삭감을 판단하는 1순위 지표
- [홀드아웃 테스트 (Holdout Test)](https://growthoptplaybook.com/glossary/holdout-test): 일부 유저·지역에 광고를 무작위로 노출 안 시켜 진짜 증분을 확인하는 실험
- [확률적 매칭 (Probabilistic Attribution)](https://growthoptplaybook.com/glossary/probabilistic-attribution): 고유 ID 없이 기기·시간 정보의 패턴만으로 광고 클릭과 앱 설치를 확률적으로 짝지어주는 방식
- [CAC (Customer Acquisition Cost)](https://growthoptplaybook.com/glossary/cac): 고객 한 명을 획득하는 데 든 비용 — 획득 비용 ÷ 획득 고객 수
- [CPA (Cost Per Action)](https://growthoptplaybook.com/glossary/cpa): 원하는 행동(가입·구매 등) 1건당 든 비용 — 광고비 ÷ 전환 수
- [CPC (Cost Per Click)](https://growthoptplaybook.com/glossary/cpc): 클릭 1회당 든 비용 — CPM ÷ CTR로 연결되는 지표
- [CPI (Cost Per Install)](https://growthoptplaybook.com/glossary/cpi): 설치 1건당 든 비용 — 광고비 ÷ 설치 수
- [CPM (Cost Per Mille)](https://growthoptplaybook.com/glossary/cpm): 노출 1,000회당 든 비용 — 매체에 지불하는 원가에 가까운 지표
- [CTR (Click-Through Rate)](https://growthoptplaybook.com/glossary/ctr): 노출된 광고 중 실제로 클릭된 비율 — 클릭 수 ÷ 노출 수
- [CVR (Conversion Rate)](https://growthoptplaybook.com/glossary/cvr): 클릭(또는 방문) 중 실제로 전환된 비율 — 전환 수 ÷ 클릭 수
- [eCPI (Estimated CPI)](https://growthoptplaybook.com/glossary/ecpi): SKAdNetwork처럼 개별 유저를 못 볼 때, 집계된 전환값으로 역산한 추정 설치당 비용
- [LTV (Lifetime Value)](https://growthoptplaybook.com/glossary/ltv): 고객 한 명이 이탈할 때까지 벌어다 주는 총 매출 — 생애 가치
- [MMP (Mobile Measurement Partner)](https://growthoptplaybook.com/glossary/mmp): 여러 광고 매체의 전환 데이터를 한곳에 모아 앱 마케팅 성과를 집계해주는 제3자 측정 솔루션
- [ROAS (Return On Ad Spend)](https://growthoptplaybook.com/glossary/roas): 광고비 1원이 만든 매출 — 매출 ÷ 광고비, 보통 %로 표기

## Start — English

- [Analyze my CSV](https://growthoptplaybook.com/en/start): Profile a CSV in the browser and find the analyses it supports.
- [Diagnose without a CSV](https://growthoptplaybook.com/en/diagnose): Turn a performance symptom into a check order and next tool.
- [Quick marketing calculations](https://growthoptplaybook.com/en/calculator): Calculate target CPA, break-even ROAS, LTV:CAC, and sample size.
- [CSV templates](https://growthoptplaybook.com/en/templates): Download input-column templates for each analysis.
- [Operating guides](https://growthoptplaybook.com/en/guide): Read measurement, campaign, creative, and analysis playbooks.

## Analysis tools — English

- [Content Element Analysis](https://growthoptplaybook.com/en/content/element-analysis): Compare how hooks, formats, length, and message elements relate to outcomes while controlling for other variables.
- [Creative Fatigue Analysis](https://growthoptplaybook.com/en/content/freshness): Compare creative-level CTR, CVR, CPA, and fatigue signals to prioritize replacements and the next production brief.
- [Marketing Operations Dashboard](https://growthoptplaybook.com/en/dashboard): Analyze campaign CSV data in your browser and review spend, installs, CPI, ROAS, and performance shifts in one dashboard.
- [Aha-moment Finder](https://growthoptplaybook.com/en/tools/aha-moment): Explore which early action, repeated how often and within how many days, is associated with lasting user value.
- [Marketing Budget Allocation](https://growthoptplaybook.com/en/tools/budget-allocation): Use marginal CPA, ROAS, and channel headroom to simulate where the next marketing budget should increase or decrease.
- [Campaign Saturation Analysis](https://growthoptplaybook.com/en/tools/campaign-saturation): Compare marginal CPA and ROAS by channel or campaign to separate scalable spend from saturated spend.
- [Campaign Performance Variance](https://growthoptplaybook.com/en/tools/campaign-variance): Decompose performance change into volume, rate, and mix effects to find the channels and campaigns behind the shift.
- [Ad Cannibalization Diagnosis](https://growthoptplaybook.com/en/tools/cannibalization-diagnosis): Check four signals that paid outcomes may be replacing organic or branded demand, then prioritize channels for holdout validation.
- [A/B Experiment Analysis](https://growthoptplaybook.com/en/tools/experiment-analysis): Plan sample size and review lift, confidence intervals, and power to decide whether to ship, stop, or collect more data.
- [Incrementality Analysis](https://growthoptplaybook.com/en/tools/incrementality): Use holdout or pre/post data to estimate the outcomes advertising added beyond what would have happened anyway.
- [Marketing Regression Forecast](https://growthoptplaybook.com/en/tools/marketing-forecast): Use forecast-only regression and sealed OOS validation to assess the next period and its uncertainty.
- [Marketing Response Analysis](https://growthoptplaybook.com/en/tools/marketing-response): Analyze trend, ad cannibalization, MMM channel contribution, and regression forecasts from one dataset to plan the next budget test.
- [Marketing Trend Analysis](https://growthoptplaybook.com/en/tools/marketing-trend): Separate natural trend, seasonality, and irregular weeks before interpreting marketing performance.
- [MMM Contribution Analysis](https://growthoptplaybook.com/en/tools/mmm-contribution): Use marketing mix modeling to decompose channel, base-demand, and event contribution.
- [Paid · Organic Movement Map](https://growthoptplaybook.com/en/tools/paid-organic-trend): Plot weekly Organic and Paid movement on a darker-is-newer path and identify patterns that deserve a deeper cannibalization diagnosis.

## Practical articles — English

- [How Many Ad Creatives Should You Test on a Limited Budget?](https://growthoptplaybook.com/en/blog/ad-creative-testing): Calculate how many ad creatives your budget can support, define one hypothesis, and classify winners, holds, and losers without relying on CTR alone.
- [Aha Event Ad Optimization: Connect CPA to Retention](https://growthoptplaybook.com/en/blog/aha-event-ad-optimization): Aha Event Ad Optimization: Connect CPA to Retention. A practical guide to the key checks, trade-offs, and next steps.
- [Performance Marketing Metrics: CTR, CVR, CPA, and ROAS](https://growthoptplaybook.com/en/blog/performance-marketing-metrics): Performance Marketing Metrics: CTR, CVR, CPA, and ROAS. A practical guide to the key checks, trade-offs, and next steps.
- [Conversion Rate: Diagnose Funnel Drop-off and Test Fixes](https://growthoptplaybook.com/en/blog/funnel-dropoff-analysis): Conversion Rate: Diagnose Funnel Drop-off and Test Fixes. A practical guide to the key checks, trade-offs, and next steps.
- [Ad Performance Drop: Diagnose CPA and CTR in 4 Steps](https://growthoptplaybook.com/en/blog/ad-performance-diagnosis): Ad Performance Drop: Diagnose CPA and CTR in 4 Steps. A practical guide to the key checks, trade-offs, and next steps.
- [Marketing Budget Allocation: Marginal ROAS and CPA](https://growthoptplaybook.com/en/blog/budget-marginal-efficiency): Marketing Budget Allocation: Marginal ROAS and CPA. A practical guide to the key checks, trade-offs, and next steps.
- [Retargeting & Re-engagement: Why to Split From Acquisition](https://growthoptplaybook.com/en/blog/retargeting-reengagement-guide): Retargeting & Re-engagement: Why to Split From Acquisition. A practical guide to the key checks, trade-offs, and next steps.
- [Postback Integration: Fix SAN, S2S, and Zero Installs](https://growthoptplaybook.com/en/blog/postback-integration-guide): Postback Integration: Fix SAN, S2S, and Zero Installs. A practical guide to the key checks, trade-offs, and next steps.
- [Meta Advantage+ App Optimization: OS, Events, and Bidding](https://growthoptplaybook.com/en/blog/meta-advantage-plus-guide): Meta Advantage+ App Optimization: OS, Events, and Bidding. A practical guide to the key checks, trade-offs, and next steps.
- [The 3-Second Hook: Reduce Video Ad Drop-off](https://growthoptplaybook.com/en/blog/hook-3-seconds-framework): The 3-Second Hook: Reduce Video Ad Drop-off. A practical guide to the key checks, trade-offs, and next steps.
- [Event Taxonomy: Naming Rules for GA4 and MMP](https://growthoptplaybook.com/en/blog/event-taxonomy-guide): Event Taxonomy: Naming Rules for GA4 and MMP. A practical guide to the key checks, trade-offs, and next steps.
- [Ad Creative Specs Guide: Platform Sizes and Safe Zones](https://growthoptplaybook.com/en/blog/ad-creative-specs-guide): Ad Creative Specs Guide: Platform Sizes and Safe Zones. A practical guide to the key checks, trade-offs, and next steps.
- [GA4 Data Traps: Why the Numbers Differ](https://growthoptplaybook.com/en/blog/ga4-data-traps): GA4 Data Traps: Why the Numbers Differ. A practical guide to the key checks, trade-offs, and next steps.
- [Attribution Data Mismatch: Media vs GA4 vs MMP](https://growthoptplaybook.com/en/blog/attribution-data-mismatch): Attribution Data Mismatch: Media vs GA4 vs MMP. A practical guide to the key checks, trade-offs, and next steps.
- [LTV:CAC 3:1 and Safe? Most People Compute It Wrong](https://growthoptplaybook.com/en/blog/ltv-cac-ratio): LTV:CAC 3:1 and Safe? Most People Compute It Wrong. A practical guide to the key checks, trade-offs, and next steps.
- [iOS Measurement: ATT, SKAN, and Conversion Value Explained](https://growthoptplaybook.com/en/blog/ios-att-skan-guide): iOS Measurement: ATT, SKAN, and Conversion Value Explained. A practical guide to the key checks, trade-offs, and next steps.
- [Google UAC Optimization: What You Can Actually Control](https://growthoptplaybook.com/en/blog/google-uac-optimization): Google UAC Optimization: What You Can Actually Control. A practical guide to the key checks, trade-offs, and next steps.
- [CPI vs CPA vs CPM vs CPC: Ad Metric Math and Which to Choose](https://growthoptplaybook.com/en/blog/cpi-cpa-cpm-difference): CPI vs CPA vs CPM vs CPC: Ad Metric Math and Which to Choose. A practical guide to the key checks, trade-offs, and next steps.
- [Cohort Analysis: Reading D1, D7, and D30 Retention Cohorts](https://growthoptplaybook.com/en/blog/cohort-analysis-guide): Cohort Analysis: Reading D1, D7, and D30 Retention Cohorts. A practical guide to the key checks, trade-offs, and next steps.
- [Ad Cannibalization: Measure Paid and Organic Overlap](https://growthoptplaybook.com/en/blog/cannibalization-organic-paid): Measure internal cannibalisation and separate paid impact from organic demand.
- [Campaign Anomaly Detection: Find CPA and Conversion Drops](https://growthoptplaybook.com/en/blog/campaign-anomaly-detection): Campaign Anomaly Detection: Find CPA and Conversion Drops. A practical guide to the key checks, trade-offs, and next steps.
- [ASO Strategy: Improve Store Conversion and Keywords](https://growthoptplaybook.com/en/blog/aso-basics-guide): ASO Strategy: Improve Store Conversion and Keywords. A practical guide to the key checks, trade-offs, and next steps.
- [Apple Search Ads: Campaign Structure and Targeting](https://growthoptplaybook.com/en/blog/apple-search-ads-guide): Apple Search Ads: Campaign Structure and Targeting. A practical guide to the key checks, trade-offs, and next steps.
- [How to Find the Aha Moment: Early Actions and Retention](https://growthoptplaybook.com/en/blog/aha-moment-retention): How to Find the Aha Moment: Early Actions and Retention. A practical guide to the key checks, trade-offs, and next steps.
- [The AI-Era Performance Marketer: Skills That Still Matter](https://growthoptplaybook.com/en/blog/ai-era-marketer): The AI-Era Performance Marketer: Skills That Still Matter. A practical guide to the key checks, trade-offs, and next steps.
- [Ad Machine Learning: Why CPA Spikes and How to Operate](https://growthoptplaybook.com/en/blog/ad-machine-learning): Ad Machine Learning: Why CPA Spikes and How to Operate. A practical guide to the key checks, trade-offs, and next steps.
- [Broad vs Narrow Targeting: How to Choose an Ad Audience](https://growthoptplaybook.com/en/blog/audience-broad-vs-narrow): Broad vs Narrow Targeting: How to Choose an Ad Audience. A practical guide to the key checks, trade-offs, and next steps.
- [Performance Marketer Skills: Operations to Causality](https://growthoptplaybook.com/en/blog/performance-marketer-skills): Performance Marketer Skills: Operations to Causality. A practical guide to the key checks, trade-offs, and next steps.
- [Marketing Mix Modeling: Measure Channel Contribution](https://growthoptplaybook.com/en/blog/marketing-mix-modeling): Marketing Mix Modeling: Measure Channel Contribution. A practical guide to the key checks, trade-offs, and next steps.
- [Incrementality: Validate Ad Lift With Holdouts and DiD](https://growthoptplaybook.com/en/blog/incrementality-measurement): Incrementality: Validate Ad Lift With Holdouts and DiD. A practical guide to the key checks, trade-offs, and next steps.
- [Correlation vs Causation: Verify Lift With Experiments](https://growthoptplaybook.com/en/blog/correlation-vs-causation): Correlation vs Causation: Verify Lift With Experiments. A practical guide to the key checks, trade-offs, and next steps.
- [A/B Testing: Sample Size, Significance, and Decision Rules](https://growthoptplaybook.com/en/blog/ab-testing): A/B Testing: Sample Size, Significance, and Decision Rules. A practical guide to the key checks, trade-offs, and next steps.

## Calculators — English

- [LTV:CAC calculator](https://growthoptplaybook.com/en/calculator/ltv-cac): Check how much customer value covers the cost of acquiring that customer.
- [Break-even ROAS calculator](https://growthoptplaybook.com/en/calculator/break-even-roas): Set the minimum ROAS from the margin left after product and variable costs.
- [Target CPA calculator](https://growthoptplaybook.com/en/calculator/target-cpa): Reserve the profit you need, then set the acquisition cost you can afford.
- [A/B test sample size calculator](https://growthoptplaybook.com/en/calculator/ab-test-sample-size): Fix sample and duration before reading results to reduce early-stopping errors.
- [Budget to installs calculator](https://growthoptplaybook.com/en/calculator/expected-installs): Divide budget by CPI to set a base install plan and a conservative-to-optimistic range.

## Glossary — English

- [Adstock](https://growthoptplaybook.com/en/glossary/adstock): The lingering effect of an ad that carries over after it stops running
- [CAC (Customer Acquisition Cost)](https://growthoptplaybook.com/en/glossary/cac): Cost of acquiring one customer — total acquisition spend divided by customers acquired
- [Cannibalization](https://growthoptplaybook.com/en/glossary/cannibalization): When paid ads steal conversions that would have happened organically anyway
- [Click Injection](https://growthoptplaybook.com/en/glossary/click-injection): Fraud that fires a fake click right before install to steal attribution credit
- [Cohort](https://growthoptplaybook.com/en/glossary/cohort): A group of users who all started (installed/signed up) at the same time
- [CPA (Cost Per Action)](https://growthoptplaybook.com/en/glossary/cpa): Cost per desired action (signup, purchase) — spend divided by conversions
- [CPC (Cost Per Click)](https://growthoptplaybook.com/en/glossary/cpc): Cost per click — equal to CPM divided by CTR
- [CPI (Cost Per Install)](https://growthoptplaybook.com/en/glossary/cpi): Cost per app install — total spend divided by number of installs
- [CPM (Cost Per Mille)](https://growthoptplaybook.com/en/glossary/cpm): Cost per 1,000 impressions — the closest metric to raw media cost
- [CTR (Click-Through Rate)](https://growthoptplaybook.com/en/glossary/ctr): Share of impressions that got clicked — clicks divided by impressions
- [CVR (Conversion Rate)](https://growthoptplaybook.com/en/glossary/cvr): Share of clicks (or visits) that converted — conversions divided by clicks
- [Deep Link](https://growthoptplaybook.com/en/glossary/deep-link): A link that opens an app straight to a specific screen instead of the home screen
- [eCPI (Estimated CPI)](https://growthoptplaybook.com/en/glossary/ecpi): A modeled CPI estimate used when individual installs can't be observed, e.g. under SKAdNetwork
- [Funnel](https://growthoptplaybook.com/en/glossary/funnel): The step-by-step conversion path (impression → click → install → signup → purchase) that narrows at each stage
- [Holdout Test](https://growthoptplaybook.com/en/glossary/holdout-test): Randomly withholding ads from part of an audience to measure true incrementality
- [Incrementality](https://growthoptplaybook.com/en/glossary/incrementality): The pure additional performance an ad actually caused
- [LTV (Lifetime Value)](https://growthoptplaybook.com/en/glossary/ltv): The total revenue a customer generates before they churn
- [Marginal CPA / Marginal ROAS](https://growthoptplaybook.com/en/glossary/marginal-cpa): The CPA/ROAS of the next dollar added (or last dollar removed) at your current spend — the #1 metric for increasing, reallocating, or cutting budget
- [MMP (Mobile Measurement Partner)](https://growthoptplaybook.com/en/glossary/mmp): A third-party service that aggregates conversion data from multiple ad networks into one attribution view
- [Multicollinearity](https://growthoptplaybook.com/en/glossary/multicollinearity): When independent variables move together so tightly a regression can't tell their effects apart
- [Probabilistic Attribution](https://growthoptplaybook.com/en/glossary/probabilistic-attribution): Matching a click to an install by pattern (device, OS, timing) instead of a unique ID
- [Response Curve](https://growthoptplaybook.com/en/glossary/response-curve): The curve showing how conversions respond as spend increases — typically S-shaped
- [Retention](https://growthoptplaybook.com/en/glossary/retention): The share of installed/signed-up users still active after a given number of days
- [ROAS (Return On Ad Spend)](https://growthoptplaybook.com/en/glossary/roas): Revenue generated per dollar of ad spend — revenue divided by spend
- [Uplift](https://growthoptplaybook.com/en/glossary/uplift): The pure increase in outcomes an ad actually caused, isolated from what would've happened anyway

## Optional

- [Sitemap](https://growthoptplaybook.com/sitemap.xml): Complete index of canonical public pages.
- [RSS feed](https://growthoptplaybook.com/rss.xml): Full-text Korean practical articles.