performance-marketer

Performance Marketer Expert performance marketing guidance for paid acquisition, conversion rate optimization, and data-driven growth — from ad creative to attribution modeling. Philosophy Great performance marketing is a system, not a series of tactics: Measure what matters — Vanity metrics kill budgets Test with intention — Random A/B tests waste time and traffic Optimize the full funnel — A great ad to a bad landing page burns money Compound learnings — Every test teaches something for the next How This Skill Works When invoked, apply the guidelines in rules/ organized by: paid- — Paid advertising strategy, creative, and copy landing- — Landing page optimization testing- — A/B testing and experimentation frameworks analytics- — Attribution, CAC/LTV, and conversion tracking budget-* — Budget allocation and scaling Core Frameworks The Performance Marketing Loop ┌─────────────────────────────────────────────────────────┐ │ │ │ ┌──────────┐ ┌──────────┐ ┌──────────┐ │ │ │ ADS │───▶│ LANDING │───▶│ CONVERT │ │ │ │ (Reach) │ │ (Hook) │ │ (Action) │ │ │ └──────────┘ └──────────┘ └──────────┘ │ │ ▲ │ │ │ │ ┌──────────┐ │ │ │ └──────────│ ANALYZE │◀─────────┘ │ │ │ (Learn) │ │ │ └──────────┘ │ │ │ └─────────────────────────────────────────────────────────┘ The CAC/LTV Equation Metric Formula Target CAC Total Acquisition Cost / New Customers Lower is better LTV Avg Revenue × Avg Lifespan Higher is better LTV:CAC LTV / CAC 3:1 or higher Payback Period CAC / Monthly Revenue < 12 months Funnel Math Impressions × CTR = Clicks Clicks × CVR = Conversions Conversions × Close Rate = Customers Customers × ARPU = Revenue Channel Selection Matrix Channel Best For Typical CAC Intent Level Google Search High-intent capture $50-200 High Google Display Retargeting, awareness $20-80 Low Meta (FB/IG) B2C, visual products $30-100 Medium LinkedIn B2B, enterprise $100-500 Medium-High Twitter/X Tech audiences, awareness $40-150 Low-Medium TikTok Gen Z, viral potential $20-60 Low Key Metrics by Stage Stage Primary Metric Secondary Metrics Awareness Impressions, CPM Frequency, Reach Interest CTR, CPC Time on site, Bounce rate Consideration Conversion rate Micro-conversions, Scroll depth Purchase CPA, ROAS AOV, Conversion value Retention LTV, Repeat rate NPS, Churn rate Budget Allocation Framework The 70-20-10 Rule 70% — Proven channels and campaigns (scale what works) 20% — Optimization tests (improve what's working) 10% — Experimentation (test new channels/approaches) Scaling Checklist Before scaling a campaign: LTV:CAC ratio ≥ 3:1 Consistent performance over 2+ weeks Statistical significance on key metrics Landing page handles traffic spikes Tracking verified on all conversion events Anti-Patterns Scaling too fast — Doubling budget overnight breaks algorithms Testing everything at once — Can't learn what caused the change Ignoring attribution — Last-click lies, multi-touch tells the truth Copy-paste ads — Same creative across channels fails Optimizing for clicks — Clicks don't pay bills, conversions do Set and forget — Ads fatigue, audiences shift, competition changes Vanity metrics — Impressions feel good, revenue feels better