ROAS vs CAC: Match the Metric to the Decision When I compare ROAS vs CAC, I start with the decision I need to make. Am I trying to improve the revenue generated by a campaign, acquire more new customers, or…
I Do Not Think of a Performance Marketing Funnel as Just TOFU, MOFU and BOFU When people talk about a performance marketing funnel, the conversation often becomes very theoretical. Top of funnel. Middle of funnel. Bottom of funnel. Awareness. Consideration.…
I Do Not Judge Performance Marketing From One Metric One of the biggest mistakes I see in paid acquisition is trying to reduce performance to one number. Sometimes that number is ROAS. Sometimes it is CPL. Sometimes it is CAC.…
How I Start a Performance Marketing Audit When I conduct a performance marketing audit, I do not start inside Meta Ads, Google Ads or YouTube Ads looking for random campaign mistakes. I start with the business. Before I can decide…
Performance Marketing vs Digital Marketing: The Difference I Actually Care About I spent years working across different parts of digital marketing before I started thinking much more seriously in terms of performance marketing. And for me, the difference is not…
If I Had to Choose Between an Agency, Freelancer or In-House Performance Marketer, I Would Start Here I do not think there is one universally better model for performance marketing. I have worked closely enough with paid acquisition to see…
What I Actually Do as a Performance Marketing Consultant in India When a business hires me as a performance marketing consultant, I do not see my job as simply reviewing Meta Ads or Google Ads and suggesting a few optimizations.…
What I Actually Do as a Performance Marketer in India I have been working hands-on with paid advertising for almost 10 years, and one thing has become very clear to me: managing campaigns is only a small part of performance…
Quick Answer How Should You Choose the Best Performance Marketing Expert in India? If I were hiring a performance marketing expert for my own business, I would not start with certifications, follower count or a screenshot showing one unusually good…
Quick Answer What Does a Performance Marketing Expert in India Actually Do? A performance marketing expert should do more than manage ad accounts. My role is to connect paid media, landing pages, conversion tracking, CRO, analytics, remarketing and customer acquisition…