Welcome to the Causal blog

We write about numbers and adjacent topics — statistics, data, visualisation, and best practices for modelling and forecasting.

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Featured posts

Ongoing Expenses vs. One-time Expenses

Where accounting and unit economics diverge, continued

Financial Statements: A Beginner's Guide

A guide to the language of business.

Forecasting with (un)certainty

Why averages are misleading, and what you can do about it.

All Posts

Calculus in SaaS

ARR : Revenue :: Velocity : Distance

Ongoing Expenses vs. One-time Expenses

Where accounting and unit economics diverge, continued

How much do Facebook Ads Cost?

CPM, CPC, Conversion Rate (updated August 2020)

How to Build Accurate Financial Projections

Financial projections let you communicate the future of your business in numbers. They help investors and other stakeholders understand where your business is going.

Customer Acquisition Cost ≠ Sales & Marketing Expense

One area where economics and accounting diverge

Leasing vs Renting: Everything You Need to Know

Leasing and renting are similar concepts, but can have very different financial impacts. What are these impacts, and which is right for you?

How to Calculate Growth Rate

Growth rates are a useful tool for building many different types of models. So, how do they work, and how do you calculate them?

Everything You Need to Know about What-If Scenarios

What-If scenario analysis lets you understand how the outputs you care about are affected by changes in your model.

What is Financial Modeling?

Financial modelling is all about putting the real world into numbers. It can help with a number of tasks, from attracting investors to helping you make decisions with financial ramifications.