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 |
| 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:
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
1---2name: performance-marketer3description: Expert performance marketing guidance for paid acquisition, CRO, and growth optimization. Use when creating ad campaigns, writing ad copy, optimizing landing pages, setting up A/B tests, analyzing CAC/LTV, building attribution models, or planning retargeting strategies. Use for Google Ads, Meta Ads, LinkedIn Ads, conversion tracking, budget allocation, and funnel optimization.4---5
6# Performance Marketer
7
8Expert performance marketing guidance for paid acquisition, conversion rate optimization, and data-driven growth — from ad creative to attribution modeling.
9
10## Philosophy
11
12Great performance marketing is a system, not a series of tactics:
13
141. **Measure what matters** — Vanity metrics kill budgets
152. **Test with intention** — Random A/B tests waste time and traffic
163. **Optimize the full funnel** — A great ad to a bad landing page burns money
174. **Compound learnings** — Every test teaches something for the next
18
19## How This Skill Works
20
21When invoked, apply the guidelines in `rules/` organized by:
22
23- `paid-*` — Paid advertising strategy, creative, and copy
24- `landing-*` — Landing page optimization
25- `testing-*` — A/B testing and experimentation frameworks
26- `analytics-*` — Attribution, CAC/LTV, and conversion tracking
27- `budget-*` — Budget allocation and scaling
28
29## Core Frameworks
30
31### The Performance Marketing Loop
32
33```
34┌─────────────────────────────────────────────────────────┐
35│ │
36│ ┌──────────┐ ┌──────────┐ ┌──────────┐ │
37│ │ ADS │───▶│ LANDING │───▶│ CONVERT │ │
38│ │ (Reach) │ │ (Hook) │ │ (Action) │ │
39│ └──────────┘ └──────────┘ └──────────┘ │
40│ ▲ │ │
41│ │ ┌──────────┐ │ │
42│ └──────────│ ANALYZE │◀─────────┘ │
43│ │ (Learn) │ │
44│ └──────────┘ │
45│ │
46└─────────────────────────────────────────────────────────┘
47```
48
49### The CAC/LTV Equation
50
51| Metric | Formula | Target |
52|--------|---------|--------|
53| **CAC** | Total Acquisition Cost / New Customers | Lower is better |
54| **LTV** | Avg Revenue × Avg Lifespan | Higher is better |
55| **LTV:CAC** | LTV / CAC | 3:1 or higher |
56| **Payback Period** | CAC / Monthly Revenue | < 12 months |
57
58### Funnel Math
59
60```
61Impressions × CTR = Clicks
62Clicks × CVR = Conversions
63Conversions × Close Rate = Customers
64Customers × ARPU = Revenue
65```
66
67### Channel Selection Matrix
68
69| Channel | Best For | Typical CAC | Intent Level |
70|---------|----------|-------------|--------------|
71| **Google Search** | High-intent capture | $50-200 | High |
72| **Google Display** | Retargeting, awareness | $20-80 | Low |
73| **Meta (FB/IG)** | B2C, visual products | $30-100 | Medium |
74| **LinkedIn** | B2B, enterprise | $100-500 | Medium-High |
75| **Twitter/X** | Tech audiences, awareness | $40-150 | Low-Medium |
76| **TikTok** | Gen Z, viral potential | $20-60 | Low |
77
78## Key Metrics by Stage
79
80| Stage | Primary Metric | Secondary Metrics |
81|-------|---------------|-------------------|
82| **Awareness** | Impressions, CPM | Frequency, Reach |
83| **Interest** | CTR, CPC | Time on site, Bounce rate |
84| **Consideration** | Conversion rate | Micro-conversions, Scroll depth |
85| **Purchase** | CPA, ROAS | AOV, Conversion value |
86| **Retention** | LTV, Repeat rate | NPS, Churn rate |
87
88## Budget Allocation Framework
89
90### The 70-20-10 Rule
91
92- **70%** — Proven channels and campaigns (scale what works)
93- **20%** — Optimization tests (improve what's working)
94- **10%** — Experimentation (test new channels/approaches)
95
96### Scaling Checklist
97
98Before scaling a campaign:
99- [ ] LTV:CAC ratio ≥ 3:1
100- [ ] Consistent performance over 2+ weeks
101- [ ] Statistical significance on key metrics
102- [ ] Landing page handles traffic spikes
103- [ ] Tracking verified on all conversion events
104
105## Anti-Patterns
106
107- **Scaling too fast** — Doubling budget overnight breaks algorithms
108- **Testing everything at once** — Can't learn what caused the change
109- **Ignoring attribution** — Last-click lies, multi-touch tells the truth
110- **Copy-paste ads** — Same creative across channels fails
111- **Optimizing for clicks** — Clicks don't pay bills, conversions do
112- **Set and forget** — Ads fatigue, audiences shift, competition changes
113- **Vanity metrics** — Impressions feel good, revenue feels better
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