Mastering Performance Marketing

Performance marketing is more than just buying ads. It’s about understanding data, psychology, and technical implementation.

Key Concepts

Here are some essential concepts every performance marketer should know:

1. Attribution Modeling: Understanding which touchpoints lead to conversion.
2. CAPI Implementation: Sending server-side events to bypass browser tracking limitations.
3. Creative Testing: Systematically iterating on ad visuals and copy.

“Data without insight is just noise. Insight without action is just wasted opportunity.”

Code Example: Tracking Event

When implementing server-side tracking, you might use a script like this to send a purchase event:

async function sendCAPIEvent(userData, purchaseData) {
  const response = await fetch('/api/tracking/capi', {
    method: 'POST',
    body: JSON.stringify({
      event_name: 'Purchase',
      event_time: Math.floor(Date.now() / 1000),
      user_data: userData,
      custom_data: purchaseData
    })
  });
  
  return response.json();
}

Formatting Snippets

You can use bold text for emphasis or italics for subtle highlights. You can even combine them: bold and italic.

Lists

Unordered List:

• Meta Ads (Facebook & Instagram)
• Google Ads (Search & Shopping)
• TikTok Ads
• LinkedIn Ads

Ordered List:

1. Define your goal (CPA, ROAS, etc.)
2. Set up accurate tracking.
3. Launch initial test campaigns.
4. Scale winners and cut losers.

Tables

Metric	Goal	Priority
ROAS	> 3.0	High
CTR	> 1.5%	Medium
CPC	< $0.80	Low

Links and Images

You can link to external resources like Astro Documentation or internal pages.

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Conclusion

Scaling a business requires a balanced mix of creativity and technical precision. By mastering these tools, you can ensure your marketing budget is an investment, not an expense.