CM2
Contribution margin 2
CM2 is CM1 minus marketing: what the business earns from its players after the cost of acquiring and keeping them.
Formula
CM2 = CM1 − marketing costs
Example
CM1 €84,000 and marketing €46,000: CM2 is €38,000. (invented numbers)
In IBO
CM2 is the fourth step of the profit ladder; marketing, affiliates and SEO costs sit in the Marketing level.
Last reviewed 30 Oct 2026.