How do you know how well or how poorly your online business is doing? There are obvious indicators such as positive cash flows or increasing traffic trends, but exactly how well is it doing? Online ventures are unique in their difficulty in evaluating them objectively since there are usually no directly comparable competitors that can be used as a benchmark for evaluating your online success. That is where this book comes in. Throughout this book, we take a look at various equations and their meanings in order to help the non-mathematician make sense of what is being calculated and how to use that information to make business decisions. We explain the equation, the variables that go into formulating the equation, where to get them, and what to do with the end result. By quantitatively measuring your business, you will develop an objective framework on which to base your progress that will be removed from the emotional highs and lows we all experience in running an online business.