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 copylanding-*— Landing page optimizationtesting-*— A/B testing and experimentation frameworksanalytics-*— Attribution, CAC/LTV, and conversion trackingbudget-*— 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 |
| 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