This is the basis for every important statistic in your paid ad account but most people never think about how powerful this formula is for things like calculating what you can afford to pay per click when you know the maximum cost per conversion you can afford.
People laugh at my "about" page that contains two definitions - the definition of "metric" and the definition of "voodoo." But that's the best way to explain how we do what we do. It's Science-meets-Magic. We use analytics, mathematical formulas, mutli-variate and split testing, and all the other tools of the trade, but we look at things just a little differently because we allow a bit of intuition to express its opinion.
