name: performance-marketer
description: 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.

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:

1. Measure what matters — Vanity metrics kill budgets
2. Test with intention — Random A/B tests waste time and traffic
3. Optimize the full funnel — A great ad to a bad landing page burns money
4. 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

Funnel Math

Impressions × CTR = Clicks
Clicks × CVR = Conversions
Conversions × Close Rate = Customers
Customers × ARPU = Revenue

Channel Selection Matrix

Key Metrics by Stage

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