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In today’s digital age, passwords are a crucial part of our lives. We use them for everything from accessing our email to online banking, and it can be overwhelming to keep track of them all. This is where password managers come in handy.
A password manager is a tool that securely stores and manages all of your passwords in one place. It works by generating strong, unique passwords for each of your accounts, so you don’t have to remember them all. You only need to remember one master password to access your password manager.
Using a password manager not only saves you time but also improves your online security. With data breaches becoming more common, having strong passwords that are regularly changed is essential. A password manager ensures that all of your passwords are strong and unique, reducing the risk of someone hacking into your accounts.
What are iPhone Password Managers?An iPhone password manager is an app that securely stores and manages all of your passwords and login credentials in one place. This eliminates the need to remember multiple passwords, and allows you to use strong, unique passwords for each account without the fear of forgetting them.
Password managers work by encrypting your login credentials with a master password that only you know. This means that even if someone gains access to your device, they will not be able to access your saved passwords without the master password.
Using an iPhone password manager is important because it helps protect you from cyber attacks such as phishing scams or data breaches. Many people tend to use simple, easy-to-remember passwords across multiple accounts, which makes them vulnerable to hacking attempts. Password managers help mitigate this risk by generating complex and unique passwords for each account, making it much more difficult for hackers to gain access.
Importance of using a password managerThe importance of using a password manager cannot be overstated as they not only help keep your accounts secure but also save you time by auto-filling your login details when needed.
Using the same password for multiple accounts or using a weak password can lead to security breaches, putting your personal information and sensitive data at risk. With an iPhone password manager, you can generate secure passwords and store them in an encrypted vault. This way, you only need to remember one master password to access all your other passwords.
Another benefit of using a password manager is that it helps you avoid the hassle of manually entering your login details each time you access a site or app. These applications can auto-fill your login credentials, saving you time and effort.
Using a password manager, you also ensure that your passwords are accessible across multiple devices, which can be especially helpful if you use different devices throughout the day or share devices with family members.
DashlaneDashlane is one of the most popular password managers for iPhone users. It offers a wide range of features to keep your passwords secure and easily accessible. Some of its top features include:
Features
Password Manager: Dashlane helps you store all your passwords in a secure vault, which you can access using a master password or biometric authentication.
Autofill: With Dashlane, you can autofill your login credentials on any app or website, making it easier to access your accounts.
Dark Web Monitoring: It continually monitors the dark web for any data breaches that include your personal information and alerts you if it detects any suspicious activity.
VPN: Dashlane includes a built-in VPN that provides an extra layer of security when accessing public Wi-Fi networks.
Pros
User-Friendly Interface: The app’s user interface is straightforward and easy to navigate, making it simple for users to manage their passwords.
Multi-Platform Support: Dashlane is compatible with multiple platforms, including iOS, Android, Windows, and Mac OS.
Cons
Price: The premium version of Dashlane can be expensive compared to other password managers in the market.
Limited Free Version: While the free version is available with limited features, some essential features like syncing across multiple devices are only available in the paid version.
1Password1Password is a popular iPhone password manager that offers several features to help you manage your passwords effectively.
FeaturesSome of the key features of 1Password include:
Password generation: With 1Password, you can generate strong and unique passwords for each of your accounts.
Auto-fill: The app can automatically fill in your login credentials when you visit a website or open an app.
Two-factor authentication: You can use 1Password to store your two-factor authentication codes, so you don’t have to switch between multiple apps.
Secure notes: You can use this feature to store other sensitive information such as credit card details, passport numbers, and more.
Cross-platform support: 1Password is available on multiple platforms, including iOS, Android, Windows, and Mac OS.
ProsSome of the pros of using 1Password include:
User-friendly interface: The app is straightforward to use, even for non-tech-savvy individuals.
Strong security features: 1Password stores your data using AES-256 encryption and PBKDF2 key derivation. Additionally, the app uses end-to-end encryption when syncing data between devices.
Third-party integration: The app integrates with several third-party apps like Dropbox, Google Drive, and Slack for easier sharing of passwords and other data.
ConsSome potential cons of using 1Password include:
Pricey subscription model: While the app offers a free trial version with limited features, you need to pay a monthly or yearly subscription fee to access all its functionalities.
Limited sharing options: Unlike some other password managers that allow you to share login credentials with specific individuals or groups easily, sharing in 1Password can be more complicated.
LastPassLastPass is a popular iPhone password manager that offers a range of features to help users manage their passwords easily and securely. One of the standout features of LastPass is its ability to generate strong and unique passwords for each of your accounts, ensuring that your accounts remain secure even if one password is compromised.
Pros
LastPass offers a free version with basic password management features, making it accessible to everyone.
The app allows users to store not only passwords but also other sensitive information such as credit card details, notes, and IDs.
LastPass comes with form-filling capabilities that reduce the time and effort required to fill out online forms.
Users can share their login credentials with friends and family without revealing the password through its sharing feature.
Cons
Some users may find the interface of the app cluttered or confusing.
The free version has limited features when compared to the premium version which may not be affordable to all users.
There have been some minor security concerns raised in relation to LastPass in the past but they have been dealt with.
KeeperKeeper is another popular password manager for iPhone users. It has some unique features that make it stand out among the competition.
Features
Keeper uses 256-bit AES encryption to keep your passwords safe.
It has a secure password generator that can generate strong and unique passwords for each of your accounts.
Keeper allows you to store not just passwords, but also credit card information, bank account details, and other sensitive data.
You can access your Keeper vault from any device, including your iPhone, iPad, and desktop computer.
It supports biometric authentication on iPhone devices with Touch ID or Face ID.
Pros
Keeper’s Autofill feature makes it easy to fill in login credentials on websites and apps without having to type them manually.
Its mobile app allows you to share passwords securely with other users. You can also create secure folders and share them with specific people or groups.
The app offers a variety of customization options so you can tailor it to meet your specific needs.
Cons
One major downside of using Keeper is its cost. While there is a free version available, it only allows you to store up to 50 passwords. If you have more than 50 accounts that require a login, you will need to upgrade to the paid version which starts at $2.91 per month.
Some users have reported issues with the Autofill feature not working properly on certain websites or apps.
There have been concerns in the past regarding Keeper’s security practices. However, these issues were addressed by the company in subsequent updates.
RoboFormRoboForm is a password manager that offers a range of features to help users store and manage their passwords securely. Some of the key features of RoboForm include:
Automatic password saving and filling
Secure note storage for important information
Ability to generate strong passwords
Two-factor authentication for added security
Cross-platform availability (iOS, Android, Windows, Mac)
Pros
Easy to use interface with intuitive design
Strong encryption protocols ensure secure data storage
Large number of customization options available for users
Affordable pricing plans with a free version available
ConsThere are also some drawbacks associated with using RoboForm as a password manager. Some of the cons include:
Limited functionality in the free version compared to paid versions
Limited integration with third-party apps and browsers
No cloud backup option for data storage
Important Considerations when Choosing an iPhone Password Manager Security Features to Look ForWhen choosing an iPhone password manager, it’s important to consider the security features it offers. Your passwords and personal information will be stored in the app, so you want to ensure that they are well-protected.
One important security feature to look for is two-factor authentication, which adds an extra layer of protection by requiring a second verification step, such as a code sent to your phone or email. Another essential feature is end-to-end encryption, which ensures that your data is encrypted both when it’s being transmitted and when it’s at rest in the app.
It’s also a good idea to choose a password manager that offers strong master password requirements. This means that your master password should have complexity requirements like length, special characters, and numbers to make it harder for anyone to guess or crack.
Lastly, you should consider the reputation of the password manager company in terms of security breaches and overall privacy practices. Look for reviews or research on their security track record and privacy policies before making a final decision on which password manager to use.
User ExperienceUser Experience (UX) refers to the overall experience that a user has when interacting with a product or service. In the context of iPhone password managers, user experience encompasses how easy it is for users to navigate the app, set up and manage their passwords, and access their accounts across multiple devices. A good user experience includes an intuitive interface, clear instructions for setting up and using the password manager, and responsive customer support in case of any issues. When choosing an iPhone password manager, it is important to consider the user experience as this can impact the level of security and convenience provided by the app.
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Best Snowboarding Jackets: Stay Warm And Comfortable In The Snow
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If you’ve bundled up in cold and snowy conditions to hit the ski slopes, you might think that you don’t need a separate snowboarding jacket if you want to switch things up to do a few halfpipe tricks. It’s true that a ski jacket with sufficient insulation and waterproofing does provide protection against the elements—and that might be just fine for some people. However, the best snowboarding jackets offer coveted features tailored to the unique nature of the sport.
The key differences between these two jacket types come down to fit and style. In many types of skiing, how fast you can make it down the mountain is a top goal. Aerodynamic designs need to fit snuggly to minimize resistance on your (hopefully controlled) descent. In contrast, the intricate movements required to stay on your snowboard as you execute flips, grab the heel or toe edges of the board, and rotate in mid-air, favor a looser fit. Even when you don’t bail in the middle of a move or unexpectedly land on your backside, you’ll also spend a lot of time seated in the snow to strap on your board, so a longer jacket is crucial to keeping your rear end from feeling the deep freeze. And with obvious parallels to the subcultures of skateboarding, snowboarding clothes are an opportunity to experiment with creative expression rather than fit into a traditional resort look.
Ultimately, choosing the best snowboard jacket to match the rest of your snowboarding gear depends on your preferences, skill level, and the conditions in which you’ll be taking to the air. Snowboarding jackets can be made up of high-tech material suitable for intermediates and pros, or a variety of materials that emphasize comfort and versatility. Special features like zippered air vents, designated pockets, and taped seams can make your experience even better. Here’s what to look for to make sure your snow gear works with you, whether you’re hand planting or face planting.
Features to consider when shopping for the best snowboarding jacketsWhen you take a little time to familiarize yourself with the types of snowboarding coats on the market, you’ll be able to choose the perfect gear for your needs and budget. The best snowboarding jacket for you may change along with your relationship to the sport, but you can avoid over (or under) equipping if you understand the purpose of each feature offered as you shop.
Are you searching for versatility in a jacket?If you’re looking to get the most for your money in a jacket you can wear at home, around town, or on the trail, gear with multiple functions is a good choice. The best snowboarding jacket for multiple functions is called a 3-in-1 jacket, which means it can be worn three different ways depending on the situation.
Look for 3-in-1 jackets with a waterproof and insulated outer layer, and an inner shell that can be easily un-zippered from the outer layer. If you’re lucky enough to hit the resort when it’s warm outside, the shell might be just what you need to stay dry and minimally exposed to the wind. Wear the insulated outer layer as an everyday coat, and both together when conditions are truly wintery.
Synthetic materials are generally the most practical option for snowboarding jackets. Down jackets may be known for their ability to retain heat, but they lose their power to insulate you when wet. You can buy down jackets meant for use in snowy conditions with additional water-resistant layers, but synthetic materials for the best snowboarding jackets have been researched, planned, and tested expressly under the powder-tasting conditions snowboarders face.
Best 3-in-1 Jacket for Men: Patagonia Snowshot 3-in-1 JacketThe 2-layer outer shell is waterproof, water-repellent, and breathable, with a detachable hood, cuffs you can adjust to wear over or under your gloves to protect against gaps, and zippered air vents under the armpits for quick cooling. Wear the quilted and insulated inner layer by itself depending on the weather, or bundle up with the whole combo. The embedded RECCO® reflector is a nice feature in the event of an avalanche as part of a comprehensive safety plan.
Best 3-in-1 Jacket for Women: Patagonia Snowbelle 3-in-1 JacketThe Patagonia Snowbelle is very similar to the men’s Snowshot, and is an excellent women’s snowboarding jacket that can be worn while snowboarding or skiing. The inner insulated jacket is reversible to either a smooth or quilted surface, with 60 grams of synthetic insulation that performs even in wet conditions. Design highlights include a back long enough to reach your hips and a powder skirt that can be attached to any of Patangonia’s snow pants to offer a comprehensive barrier against the weather.
Are you new to the sport?If you’re just starting out, purchasing a quality jacket at a lower price point allows you to learn what features are a must-have for your snowboarding style. How hot will you actually be on the trail or course when you hit your groove? What kinds of pockets will prove essential for your phone, gloves, and snacks, and whatever else you’d like to carry once you’ve left the lodge?
To get the full benefits of gear designed specifically for snowboarding as opposed to skiing, a mid-range shell jacket is a solid option. A well-designed shell with good water and windproofing gives you room to layer and doesn’t restrict your movement as you practice grabs and basic jumps.
The one feature beginners should definitely look for in a snowboarding jacket is an elongated back with a powder skirt (also called a waist gaiter), which creates a tighter fit of your jacket around your body so you don’t have the freezing sensation of snow traveling up your back when you’ve taken a spill or from loose powder in the wind. (And you will take a spill. Or three.)
Best Snowboarding Jacket for Beginners: REI Co-op First Chair GTX JacketAt this price point, this is the best snowboarding jacket to acquire a high-quality shell when you’re still getting to know the sport. Stay comfortable with classic features including two-layers of Gore-Tex, a longer back hem, water-repellent zippers, and lots of room for adding insulated layers. What really makes this snowboarding jacket stand out are extra touches like the ability to detach the power skirt, a soft liner in the hand pockets, and cozy tricot fabric in the high collar to pamper your chin when you’ve tucked it in against the wind.
Are you ready to level up?Snow enthusiasts who are contemplating investing a significant amount of time in snowboarding should consider purchasing a shell-style snow jacket. Sometimes called technical shells, these jackets are meant to be worn with extra layers underneath in colder temperatures, and feature high-tech materials like Gore-Tex, eVent, and Omni-Tech. These materials help ensure your jacket is waterproof, breathable, and protective against the wind.
You’ll also want to think about what your days look like snowboarding. Are you a weekender who books a couple of nights at a resort and likes to ski, snowboard, and drive into town for fine dining or drinks? In that case, you might prefer a slightly bulkier shell with warmer insulation that you can keep on all day.
Remember, along with top technical fabrics for waterproofing, the best snowboarding jackets have taped seams to ensure that there is no room for leaks and that everything you’re storing in your pockets stays dry.
Best technical shell for all-day wear: Arc’teryx Ravenna LT Jacket – Women’sThis Arc’teryx jacket features brushed flannel on the inside for softness and warmth, plus waterproof and windproof protection courtesy of 3-layer Gore-Tex.
Enjoy the added security of RFID blocking materials to help ensure your passport and credit cards can’t be accessed by a scammer while you’re out and about. The powder skirt is removable once you’re off the slopes.
Are you a super-serious shredder?There’s no question that making an investment in the best snowboarding jackets is a good idea when you’re at the pro-level —even if you never plan to compete. A comprehensive grasp of the terminology of the sport means you’ll recognize what each feature of a pro-level jacket is addressing, like spindrift, which the Avalanche Center defines as “fine grained snow being carried by wind or falling.”
Keep in mind that snowboarding jackets at the pro-level are designed for a specific purpose, rather than trying to cover all the bases of a day spent outdoors. A lighter and more portable technical shell may be excellent for water and wind protection but work best with additional specialized layers of insulation. You might also see additional layers of Gore-Tex or other highly technical insulation in pro-level jackets, and other types of fabric designed to stand up in the toughest conditions.
Expect pro-level gear to be made from the latest materials being developed for optimal mobility and protection, and subjected to rigorous testing and standards pro athletes can trust. Every detail should be thought-out carefully and questioned in the larger context of performance. You can definitely find stylish pro-level gear, but that style will be in service to the end game: ensuring you can give every run all you’ve got.
Are the kids coming with you?Unless your child is training or competing as a snowboarder, you don’t necessarily need a jacket designated only for snowboarding. After all, next week they might decide they’re going to be a downhill Olympic skier. If the jacket you choose has a waist gaiter to keep powder at bay and a hood that fits a helmet, that will go a long way towards making your time together on the mountain enjoyable.
Best snowboarding jacket for kids: Burton Boys Symbol JacketThis snowboarding jacket checks all the boxes of comfort and utility: a waist gaiter that’s compatible with Burton’s snow pants, DryRide insulation (their version of Gore-Tex) to keep kids from shivering when they work up a sweat, a hood that’s adjustable to fit a helmet, and taping of major seams for durability and protection from the elements. Their signature Room-To-Grow system makes this coat last more than one season, since you can let out the sleeves 1.5 inches when they start to get taller than you.
Best snowboarding jacket on a budget: What you can get for under $100Snowboarders on a budget may be able to find significant markdowns on top brands like Burton, Arc’teryx, Columbia, REI, and Patagonia, especially at the end of the season. You might also consider thrifting lightly-used gear to get the most high-performance fabric and features for your dollar. If your interest in snowboarding and skiing is more casual or you need a jacket quickly for a getaway weekend, you still have options. You probably won’t be able to get fully waterproof materials at this price, but look for water-resistant and wind-resistant fabrics and a powder-skirt, and be sure to leave room for layering to make up for any lack of insulation. Here’s the best snowboarding jacket we’ve found on a tight budget.
Best budget snowboarding jacket: Suokeni Women’s Snow CoatThe Suokeni Women’s Snow Coat is versatile enough to grab out of your closet for a brisk winter walk with friends or a trip to the slopes. Key features include adjustable cuffs for your gloves or mittens, a detachable storm hood, and a snow skirt. While it’s primarily made of synthetic material, this jacket includes a cotton filling to help retain heat. A DWR polymer coating repels water and the outer layer also protects against the wind. Consider layering for added warmth in colder temperatures.
FAQ: people also ask How do I choose a snowboard jacket?Once you gain a thorough understanding of the common features and jacket types described in this article, you’ll want to choose a snowboard jacket that has the features you need for your skill level, fits in with your other winter gear (i.e. if you already have a 3-in-1 jacket, a technical shell will probably be next on your list), and is compatible with your budget. After you’ve narrowed down the jackets that meet these specs, feel free to have fun with style and color.
Are snowboard jackets warm?The warmth of a snowboard jacket will vary depending on the type of jacket you purchase. Lightweight technical shells will have less insulation than a 3-in-1 jacket. For many snowboarders, layering is key to enjoying boarding in all conditions. Choose a jacket based on your entire snow wardrobe, rather than based on warmth alone.
What is a good waterproof rating for snowboarding?Waterproof ratings can tell you something about your gear, but it’s a better idea to take into account the quality of the whole garment and the conditions under which it will be used. The difference between a 10,000mm waterproof rating and a 28,000mm rating may not matter at all, depending on these other factors. If you choose a top brand jacket made with technical fabrics and quality craftsmanship, you’ll likely find the number you need— but if you search based on number alone, you could end up with a jacket with leaking seams or poor durability.
A final word on shopping for the best snowboarding jacketsThe most important characteristic of snowboarding gear is performance that matches what you’re capable of at the resort or in the backcountry. The best snowboarding jackets keep you warm and dry, give you plenty of room to move, and offer features like powder skirts tailored specifically for the sport. Casual snowboarders might have one great jacket for both skiing and snowboarding, and serious shredders might have several jackets depending on the weather and terrain. Once you have the right gear, you can focus on the unparalleled thrill of fresh air and exercise that in its best moments, make you feel like you’re on top of the world.
5 Essential Roi Formulas Ppc Managers Should Master
“Am I profitable?”
It’s a question every PPC account manager is asked, but it’s also a question many account managers struggle with answering.
PPC marketers aren’t necessarily statistics wizards or mathematically oriented by nature, and there can be many factors that affect overall profitability.
While understanding Google Ads and the auction process at a deep technical level is crucial to the success of any campaign, understanding a business’ financial metrics is just as important – and it’s increasingly becoming more so.
Gone are the days where PPC was really the only place to put your money.
Now there is Microsoft Ads, Facebook Ads, Snapchat, Instagram, and the list goes on and on.
Money is diversified to many places, and there’s no silver bullet for attributing every dollar spent.
The best we can do is use some math as our guiding light.
Grasping the financial metrics will make you a better media buyer, and give you better results long-term, whether you’re in-house or agency side.
These calculations can feel daunting for some managers, but mastering these will put you miles ahead of most PPC managers in both knowledge and practice.
1. Determining ROASPeople interchange ROAS and ROI often, but they are not actually the same thing.
The difference between ROAS (return on ad spend) and ROI (return on investment) is whether you account for a company’s cost of doing business (often referred to as COGS – cost of goods sold – or profit margin).
When you talk about ROAS, you’re looking at PPC profitability in a linear way.
When you talk about ROI, you’re looking at your PPC spend in a multidimensional way.
ROI tries to answer this question:
In this example, let’s say you sell shoes for $50 a pair. Your ROAS would use the $50 in its calculation.
But, pretend you have a 50% markup on those shoes. That means your total gross profit is actually only $25.
Big difference!
Generally, media buyers rely on ROAS, because they don’t have all the internal calculations feeding into Google Ads that would show them ROI.
What You Need to Determine ROAS
Total Conversion Value
Total Cost of Advertising
Formula to UseTotal Conversion Value / Total Cost of Advertising
ExampleThe ROAS would be 2.78 or 278% (48,750 total value / 17,547 Google Ads cost)
You can report back to the client that ROAS for the past 30 days was 278%.
TipGoogle Ads actually has a column specifically built for ROAS.
Except Google doesn’t call it ROAS, so you might pass right on by it.
It’s labeled as All conv. value / cost.
If your campaigns are accurately tracking conversion value then you can use this column to calculate your ROAS quickly.
If a site isn’t ecommerce, that means you probably aren’t tracking conversion values for each conversion inside the account.
You’ll need to calculate ROAS by hand using the information your client gives you.
If every conversion is worth the same amount, you can instead assign that value to a conversion type, which would allow you to use that column.
2. Determining Break-Even ROASROAS is nice and all, but it doesn’t give you the full profitability picture.
As you saw previously in our shoe example, products cost money to the retailer.
Just knowing your ROAS doesn’t tell you if you are making or losing money overall.
For example, you can have a client whose ROAS is a whopping 400%, but they’re still losing money once you calculate their profit margins.
As a PPC account manager, it’s important to first set a break-even ROAS for your clients.
Every client will calculate profit margins differently (do we include rent in our profit margins calculations or do we not include rent, for example), but determining a basic profit margin is the first step in determining your client’s break-even ROAS.
What You Need to Determine Break-Even ROAS
Profit Margin
Formula to Use1 / Profit Margin
ExampleLet’s say you’re a travel agent that books first class and business class airfare.
Each ticket booked generates an average of $1,600 in revenue.
That’s before the ticket is paid for, though.
About 65% of that revenue goes to the cost of booking the ticket and 6% of the revenue is paid out to salespeople for commission.
First, subtract the cost of the actual ticket. This would be 65% of $1,600, which is $1,040. Subtract that from the $1600 in revenue, and revenue is now down to $560.
Then there’s the 6% for the salesperson, which is 6% of $1,600. That’s another $96, leaving revenue at $464.
Out of the $1,600 in revenue, your client makes a profit of $464.
In essence, your profit margin would then be 29%.
But that’s not the whole picture.
This calculation of profit margin doesn’t include potential costs of doing business like rent, taxes, and other overhead.
And if you’re an agency, it’s not accounting for the cost of you!
This is simply the cost of servicing the booked airfare.
So to calculate your break-even ROAS you simply divide 1 by your profit margin.
1 / .29 = 3.4 (or 340%)
To explain break-even ROAS in a non-mathematical way:
In our above scenario, anything over 340% ROAS, means you are making money.
If it’s less 340% ROAS, you’re losing it.
TipSome businesses hyper-focus on linear profitability (making more money than they spend after accounting for profit margins).
This can be short-term thinking if their customers tend to produce lifetime value to the business.
For example:
Do customers come back and buy again?
Do customers typically refer friends?
Is it a subscription service with a monthly fee, and there’s an average span of subscription time?
Determining the average lifetime value of a client or customer can increase your profit margins and in turn decrease your break-even ROAS.
3. Determining Cost Per Conversion for FormsMany accounts track form submissions as a conversion action in your client’s PPC accounts.
However, attributing a value per conversion is tricky since some form submissions don’t represent any profit or revenue for your client, or the amounts can vary drastically.
As a PPC manager, you want to know what your true cost per conversion is.
In other words, how much you pay for a form submission that turns into a sale or a deal or whatever it is that makes the business money.
What You Need to Determine CPA for Forms
Average cost per conversion (cost per form submission)
Average Form conversion rate (the percentage of forms that turn into sales)
Formula to UseAvg. cost per conversion in Google Ads / Form conversion Rate
ExampleLet’s use our travel agent example from the previous formula, but you are tracking form submissions as a conversion action.
You know that your average cost per conversion for your Google Ads is $37.
In other words, you’re generating form submissions at $37 a pop.
You close about 15% of all the forms received through Google Ads.
$37 cost per lead / .15 close rate = $246.67
So, your true average cost per conversion is $246.67, based on that close rate of 15%.
Now, we can calculate your ROI based on the numbers we have above.
Using the calculation for ROI means (profit – cost) / cost.
The numbers work out like this:
[($464 (average profit per conversion we calculated before) – $246.67 (true cost per conversion we just calculated)]/ $246.67 = 0.88.
It may look like that’s a loss, but remember, they are not losing money (ROI could be a negative number).
TipNow that you know what you’re really paying per conversion, you can identify areas to increase ROI.
For example, increasing the sales team’s conversion rate by a given percentage will decrease their cost per conversion by ‘x’ dollars.
4. Determining Break-Even CPA for FormsWe were able to calculate the break-even points for ROAS, but what about in our recent example tied to form submission?
Continuing our conversation from above, you know you’re profitable and that you’re generating sales at a $246.67 CPA.
But how do you know the most you can spend on a form submission without losing money?
But what if you were generating conversions at $42? Would the account still be making money?
Granted, you can plug those numbers into formula #3 — but there’s a better way.
What to Use to Calculate Break-Even CPA for Forms
Average profit per sale
Form conversion rate
Formula to UseAverage profit per sale x Form conversion rate
ExampleAs we saw above, our average profit per sale is $464 (after subtracting costs for commissions and the cost of booking the airfare).
We also know that 15% of forms close as a sale.
$464 profit x 0.15 close rate = $69.60
In plain English, you can pay up to $69.60 per form submission on average before you start losing money.
TipSometimes it’s important to test decreasing profit margins for the sake of increasing volume and acquiring more clients.
Instead of thinking of it as:
“We’re generating form submissions at $37 per form.
Think through this scenario:
“We’re generating form submissions at $37 per form.
At that rate, our ROI is 180%.
But, if we increase our bids, we could generate 20% more form submissions at $45 per form.
Our ROI would drop to 154% but it still gives us a nice cushion below our $69.60 CPA break-even point with higher volume.”
5. Determining Break-Even CPA for Complex Sales CyclesNot all businesses convert their visitors in one linear process.
Long sales cycles can mean multiple touchpoints with a lead or prospect before closing a deal and generating revenue.
For this formula, let’s draw out the scenario first and then figure out the correct formula.
Let’s say you work for a company that sells a monthly subscription to a cloud-based small business accounting software.
Their average customer generates $3,287 over the course of the average subscription length.
Your PPC campaign sends traffic to a landing page promoting a free webinar that explains the benefits and features of the software.
But, uh-oh:
Webinar registrations are as far as your PPC conversion tracking goes!
This is where it’s crucial to know how your sales funnel generally performs.
45% of webinar registrants actually attend the free webinar.
Of those attendees, 15% ultimately sign up for a subscription to your client’s software.
Now you need to work backward on the math to figure out the most you should be paying for a webinar registration from your PPC campaigns.
What You Need to Know to Determine Your Break-Even CPA
Average profit per sale
Webinar conversion rate (percentage of registrants that attend)
Sales conversion rate (percentage of attendees that buy a subscription)
Formula to Use(Webinar Conversion Rate x Sales Conversion Rate) x Average Profit Per Sale
The first step in the formula determines our true, or actual conversion rate.
Once we have our true conversion rate, we simply borrow our formula from step 4 and multiply our average profit by our true conversion rate.
Let’s work through the math in our scenario:
(45% of registrants attend x 15% convert to subscribers) x $3,287 lifetime value of a sale = $221.87
Put simply, your break-even CPA for a webinar registrant is $221.87.
TipExplaining these calculations might feel a little overwhelming, but it can be easier if you walk through it with an example.
Here’s how you’d do it for a scenario where you generated 500 webinar attendees at a break-even CPA of $221.87:
We generated 500 webinar registrants at an average cost per registrant of $221.87. In total, we spent $110,935.
Of those 500 registrants, we expect 225 of them to actually attend the webinar, based on our historic average of 45%.
Of those 225 attendees, we expect approximately 34 (15%) of them to buy a software subscription.
We know that an average customer represents $3,287 in profit.
The above calculation can get more complicated if you don’t know the average lifetime value of a client.
We called it $3,287 just for the sake of this example, but sometimes it isn’t that straightforward.
Work to figure out these numbers so you’ll have a clearer sense of what’s going on, which will empower you to manage a more statistically accurate campaign.
ConclusionKnowing how to calculate these formulas by heart is great.
But being able to explain how they make sense with scenario-based, non-mathematical English is way more important
If the “why” of these formulas makes sense to you, you’ll be able to apply them in different situations no matter what types of accounts you manage now and in the future.
It takes you beyond being a PPC manager and operating as a true partner to the success of a business.
More Resources:
Image Credits
Screenshot taken by author, September 2023
Cchide: The Best Way To Hide Control Center Sections In Ios 7
There are a couple of tweaks to be found in Cydia that claim to allow you to customize the sections in Control Center, but only one of them is worth your time. CCHide is the tweak that you should target should the need arise to remove sections from Control Center in iOS 7.
Ever since iOS 7 was released in beta form, I’ve been dying for a way to customize Control Center. It comes as no surprise that just a few days after the iOS 7 jailbreak released to the public, a deluge of Control Center tweaks hit Cydia allowing you to do just that. CCHide is one of the best Control Center tweaks available, and it is hands-down better than its closest competitor, CleanCC.
As we tend to do, we’ve created a video walkthrough showcasing all of the features and functions of this excellent new jailbreak tweak. Have a look inside as we take CCHide through a thorough spin on video.
As with most jailbreak tweaks of this type, once CCHide is installed, you can find its options in the Stock settings app. Inside of CCHide’s preference pane, you’ll notice several toggles dedicated to the different sections to be found within Control Center.
The following toggles are contained within CCHide’s preferences:
Settings Section (toggles)
Brightness Section
Media Controls Section
Airdrop/Airplay Section
Quick Launch Section (app shortcuts)
There’s also a toggle for enabling conditional media controls. This toggle forces media controls to stay hidden unless it detects that music is currently playing. Unfortunately, this conditional control didn’t want to play nice with Spotify, so the media controls stayed hidden, even though music was playing by means of the Spotify app. Hopefully this issue will be fixed in a future update.
The best thing about CCHide is how easy it is to use. You can literally disabled a toggle for a specific section, and have that section immediately disappear. The CleanCC jailbreak tweak that I mentioned earlier tries to do a lot of the same things as CCHide, but judging from that tweak’s preferences, any changes require a respring. Sadly, I was unable to totally confirm this, because I couldn’t get CleanCC working properly on any of my jailbroken devices.
I don’t know about you, but there are some sections in Control Center that I rarely use. The one that’s most obvious in that regard is the AirDrop/AirPlay section. I rarely use that section, so it was the first one to go as I was testing out CCHide. But it doesn’t just stop there. You can hide every section to be found in Control Center, if that’s your desire. In the end, you can make the Control Center overlay nothing more than a small little nub due to it being completely devoid of sections.
Simply put, if you’re searching for a cleaner looking Control Center in iOS 7, then look no further. CCHide can be downloaded free of charge on Cydia’s BigBoss repo. If you decide to take it for a test drive, let us know what you think about it, and what sections in Control Center that you’re using it to hide.
Comparing Linux Photo Managers…Which Is The Best For Your Everyday Use?
When you work with large amounts of photos, it can get tiresome to have to manually manage the file and directory structures. To help resolve this, many people use photo managers such as Picasa, DigiKam, and iPhoto. There are several options for Linux, so we’ve decided to check out each of the major photo management options for Linux to see exactly what each one offers. Today we’ll be comparing Picasa, F-Spot, Shotwell, DigiKam, and Geeqie.
PicasaGoogle’s answer to the problem of photo management is Picasa. Some of the notable features include facial recognition, search capability, automatic photo correction, and a reasonable amount of image editing options. There’s even a I’m Feeling Lucky button which does a surprisingly good job of adjusting colors and lighting to improve photos.
Unfortunately and somewhat surprisingly, Google doesn’t seem to put much effort into the Linux branch of Picasa. Instead of creating a native port for Linux, they bundle Wine, the Windows “emulator” in with the Linux package. Picasa for Linux is essentially Picasa for Windows wrapped in a compatibility layer. Additionally, the Linux version (3.0 beta) currently lags well behind the Windows version (3.5). Even through these limitations, Picasa is still among the best photo management options available for Linux.
F-SpotThe default photo manager in Ubuntu is currently F-Spot. The interface is similar to Apple’s iPhoto so it should be simple to use if you’re a Mac user. Local and camera images are typically imported into the Pictures folder in the user’s home, with the originals left unaltered. You can apply tags to various photos to make categorizing easier. F-Spot also includes some image correction functionality like red eye removal and auto coloring (similar to Picasa’s Lucky button).
ShotwellPossibly because it does not rely on the Mono framework, some users report that Shotwell runs with greater speed and a smaller memory footprint than F-Spot.
DigiKamWhat Shotwell is to Gnome, DigiKam is to KDE, and a whole lot more. Overall, this is probably the most powerful application on the list. It’s got the most image editing capability, the most web export functionality, the most sorting/filtering options, batch image processing, search capabilities, even geolocation. if you’re looking for an extremely robust photo management solution for a large volume of images, DigiKam may be your best bet.
Tavis, MTE’s resident KDE expert, has written on DigiKam in more detail a few times. If you’d like more info on some of DigiKam’s best features, check out his guides here.
Geeqie (Formerly GQview)On the opposite end of the spectrum from DigiKam is Geeqie. This little app does not take the same approach as the others here in attempting to create an all-in-one photo management suite. Instead, it’s more like a cross between a photo viewer and a file manager. Geeqie does not build new photo libraries or databases, it does not have automatic color correction or web export. What it does well is let you browse, sort, and perform file operations on your pictures. Windows users may notice a resemblance to ACDSee.
Another of Geeqie’s main strengths is its configurability. For such a small application it’s got a surprising amount of user controls and preferences. Amazingly, Geekie is also the only application in this list that allows you to put an image slideshow on “shuffle”.
ConclusionWhen it comes to pure power, it’s hard to argue with DigiKam. It offers just about everything that the others have, and quite a bit more. If you need the most robust and feature-rich photo manager, it looks like DigiKam is probably your best choice. If, on the other hand, you don’t want to worry about tags and libraries and metadata, you may be better off with the likes of Geekie.
What about you? Which photo manager do you use?
Joshua Price
Josh Price is a senior MakeTechEasier writer and owner of Rain Dog Software
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The Real Price Of The Iphone 5: $207
We all know Apple has a big profit margin on all of their devices and thanks to market research firm IHS iSuppli, we now know how much Apple pays for manufacturing the iPhone 5. The 16GB version of the recently launched mobile phone costs $207, which is $442 less than the retail price without a contract. The 32GB and 64GB cost $217 and $238 respectively. Only the first iPhone was more expensive to build, carrying a bill of materials of $246. That price steadily declined to $188 for the base model iPhone 4S. The components of the iPhone 5 are slightly more expensive than those of its predecessor. The latest iPhone offers a bigger screen with in-cell touch sensing and supports 4G LTE, which accounts for the increased materials costs. The only component to cost less is the NAND flash storage at $10.40 compared to the iPhone 4S at $19.20. According to senior principal analyst Andrew Rassweiler, Apple is the largest buyer of NAND flash storage in the world and the company therefore gets preferential pricing. Advertising costs were not a part of the calculation, as well as licensing fees, royalties and software development costs.
We all know Apple has a big profit margin on all of their devices and thanks to market research firm IHS iSuppli, we now know how much Apple pays for manufacturing the iPhone 5. The 16GB version of the recently launched mobile phone costs $207, which is $442 less than the retail price without a contract. The 32GB and 64GB cost $217 and $238 respectively. Only the first iPhone was more expensive to build, carrying a bill of materials of $246. That price steadily declined to $188 for the base model iPhone 4S. The components of the iPhone 5 are slightly more expensive than those of its predecessor. The latest iPhone offers a bigger screen with in-cell touch sensing and supports 4G LTE, which accounts for the increased materials costs. The only component to cost less is the NAND flash storage at $10.40 compared to the iPhone 4S at $19.20. According to senior principal analyst Andrew Rassweiler, Apple is the largest buyer of NAND flash storage in the world and the company therefore gets preferential pricing. Advertising costs were not a part of the calculation, as well as licensing fees, royalties and software development costs.
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