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Performance Marketing Career Transition
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Module 1
Performance Marketing Foundations and Measurement Planning
1
Planning, Launching, Measuring, and Optimizing Paid Campaigns
Explain how a performance marketer plans, launches, measures, and optimizes a paid campaign.
Explain how a performance marketer plans, launches, measures, and optimizes a paid campaign.
2
Aligning Business Objectives with Funnel Stages, Campaign Goals, and KPIs
Map a business objective to a funnel stage, campaign objective, and primary KPI.
Map a business objective to a funnel stage, campaign objective, and primary KPI.
3
Calculating Key Campaign Performance Metrics
Calculate impressions, CTR, CPC, CPM, conversion rate, CPA, and ROAS from campaign data.
Calculate impressions, CTR, CPC, CPM, conversion rate, CPA, and ROAS from campaign data.
4
Calculating Break-Even CPA and ROAS
Calculate break-even CPA and break-even ROAS from price, margin, and conversion assumptions.
Calculate break-even CPA and break-even ROAS from price, margin, and conversion assumptions.
5
Creating a Comprehensive Campaign Brief
Create a campaign brief specifying the audience, offer, objective, KPI, budget, and constraints for a sample business.
Create a campaign brief specifying the audience, offer, objective, KPI, budget, and constraints for a sample business.
6
Constructing Consistent UTM-Tagged Campaign URLs
Construct UTM-tagged campaign URLs using a consistent naming convention.
Construct UTM-tagged campaign URLs using a consistent naming convention.
7
Building a Funnel Measurement Plan: Events, Conversions, and KPIs
Draft a measurement plan connecting funnel actions, trackable events, conversions, and KPIs.
Draft a measurement plan connecting funnel actions, trackable events, conversions, and KPIs.
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