np-marketing-metrics

Pure functions for the core marketing & advertising metrics: ad performance, ROMI/ROAS, social engagement, and A/B incrementality testing with statistical significance. Zero dependencies, Node + browser.

This is the open-source math behind the free marketing engineering calculators at nepolyakov.ru. Functions return plain numbers, so you format them for any locale yourself. Prefer a UI? Use the live tools linked below.

Install

npm install np-marketing-metrics

Usage

const { adMetrics, romi, engagement, incrementality } = require('np-marketing-metrics');
// ESM: import { adMetrics } from 'np-marketing-metrics';

Ad performance — CTR, CPC, CPM, CPA, CR

Mirror of the ad metrics calculator.

adMetrics({ impressions: 10000, clicks: 200, cost: 4000, conversions: 20 });
// { ctr: 2, cpc: 20, cpm: 400, cpa: 200, cr: 10 }

ROMI / ROAS

Mirror of the ROMI calculator.

const r = romi({ visits: 1000, conversions: 50, cost: 10000, revenue: 30000 });
// { romi: 200, roas: 3, cr: 5, drr: 33.33…, profit: 20000, cpa: 200 }
romiVerdict(r.romi); // 'good'

Social engagement — ER / ERR

Mirror of the ER & ERR calculator.

engagement({ likes: 80, comments: 15, shares: 3, saves: 2, followers: 1000, reach: 500 });
// { engagement: 100, er: 10, err: 20, viewRate: 50, likeRate: 16, commentRate: 3, ... }
erBenchmark(5000); // { good: 10, low: 5, label: 'норма для 5–10К: 10–20%' }

A/B incrementality testing

Mirror of the incrementality / geo-lift calculator. Two-proportion z-test with p-value, confidence interval, incremental conversions and iROAS.

incrementality({ n1: 10000, c1: 600, n2: 10000, c2: 500, confidence: 95, value: 1000, cost: 50000 });
// {
//   cr1: 6, cr2: 5, absLift: 1, relLift: 20,
//   z: …, pValue: <0.05, significant: true, verdict: 'significant-positive',
//   ciLow: …, ciHigh: …, incremental: 100, iroas: 2
// }

Statistics helpers normCDF(z) and invNormCDF(p) are also exported.

API summary

| Function | Returns | | --- | --- | | adMetrics(input) | { ctr, cpc, cpm, cpa, cr } | | romi(input) | { romi, roas, cr, drr, profit, cpa } | | romiVerdict(romi) | 'loss' \| 'break-even' \| 'modest' \| 'good' | | engagement(input) | { engagement, er, err, erImpressions, viewRate, likeRate, commentRate } | | erBenchmark(followers) | { good, low, label } \| null | | incrementality(input) | full z-test result object |

Related

• All marketing engineering tools — live, no-install versions.
• utm-translit — clean UTM links with Cyrillic transliteration, by the same author.
• About the author — Nikolai Polyakov, performance marketing & analytics.

License

MIT © Nikolai Polyakov