Performance · Field note
A Practical ROI Framework for Performance Marketing
Performance marketing fails when teams optimise platform metrics that do not survive contact with finance.
Map the full path
From impression to click to lead or cart to cash to retention. If any step is invisible, your ROAS is a story, not a system.
- Define contribution margin after returns, discounts and fulfilment
- Align creative testing to message and offer, not only format
- Set kill criteria before you launch
Scale what is repeatable and profitable—not what merely looks busy in Ads Manager.
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