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

performance-marketer

Como adicionar

Cole no README do seu repo

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