How a Performance Marketer uses ProfitPeak

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.

1. 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.

2. 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.

3. 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.

4. 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. 

5. 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).

6. 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)