As a performance marketer you are responsible for driving measurable customer acquisition and revenue growth by running data-driven marketing campaigns across digital channels. Unlike brand marketers who focus more on storytelling and long-term positioning, as a performance marketers you are judged primarily on ROI, ROAS, PROAS, CAC, and LTV metrics.
Customer Acquisition & Growth Measurement in the Attribution Vertex
Find new opportunities to launch paid ads across Meta (Facebook/Instagram), Google, TikTok, YouTube, Pinterest, etc.
Opportunities can be found by analysing what is selling through organic channels such as social and search which can then be amplified with a paid strategy.
Further opportunities can be found by analysing Product Intelligence, understanding what products are winners, contenders, underperformers and dead.
Use high performing new customer acquisition products in top of funnel ad strategies.
Use high performing return customer acquisition products in re-targeting ad strategies.
Identify and scale winning campaigns while controlling cost per acquisition (CPA).
Identify and pull back underperforming campaigns while controlling top line revenue impact.
Ensure Meta and TikTok targeting is driving incremental new customer acquisition.
Pull back on paid media campaigns that are not re-targeting focused driving high level of returning customer conversion.
Constantly monitor CAC, ROAS, PROAS, MER, and payback period.
Feed Optimisation with Dynamic Product Tagging
Own the health and structure of advertising feeds (Meta catalogue, Google Shopping, TikTok product ads).
Minimise wasted spend by reducing exposure for low-converting products, high return-rate items, or broken size curves that frustrate customers.
Prioritise ad budget toward top performers with strong inventory depth, high margins, and proven conversion efficiency.
Continuously rotate and refresh catalogue ads to avoid fatigue, ensuring bestsellers remain funded while surfacing underperforming or “zombie” products that can be profitably revived.
Balance growth and efficiency: scaling hero products to drive volume while also unearthing overlooked SKUs that can contribute incremental cash flow.
Creative Strategy in the Attribution Vertex
Test ad creatives (UGC, video, static, carousel) and use SherpaAI to dectect patterns in outperformance to step and repeat.
Analyse using SherpaAI to see which messaging, hooks, and formats drive best results.
Retention & Lifecycle in the Retention Analytics and Customer Lifetime Value
Partner with lifecycle marketing (email/SMS) to improve repeat purchase rate.
Understand when is the best time post purchase to re-target customers with re-targeting ads.
Identify which paid media channels driven the highest LTV to better understand budget placement for long term ROI.
Identify any products driving higher LTV through paid channels to amplify.
Budget Management with Attribution Vertex
Allocate media spend effectively across channels and ask SherpaAI where ad campaigns are showing signs of diminishing returns to pull back on spend.
Ask SherpaAI to find opportunities where camapigns are better performing to increase spend and scale.
Re-forecast budgets using SherpaAI based on performance trends, seasonality, and promotions (e.g., BFCM).
Cross-Team Collaboration with ProfitPeak
Work with product, operations, and finance to align on inventory, margins, and profitability with a single source of truth inside ProfitPeak.
Collaborate with brand/creative teams to ensure performance marketing aligns with brand voice.
📊 Key Metrics You Own on The Peak
CAC (Customer Acquisition Cost)
ROAS (Return on Ad Spend) / MER (overall efficiency)
PROAS (Gross Profit on Ad Spend)
Conversion Rate
AOV (Average Order Value)
LTV:CAC ratio
Contribution margin per order (after ads + variable costs)