performance-marketer

Compare original and translation side by side

🇺🇸

Original

English

🇨🇳

Translation

Chinese

Performance Marketer

效果营销专家

Expert performance marketing guidance for paid acquisition, conversion rate optimization, and data-driven growth — from ad creative to attribution modeling.

专业的效果营销指导，涵盖付费获客、转化率优化（CRO）和数据驱动的增长——从广告创意到归因建模全流程覆盖。

Philosophy

核心理念

Great performance marketing is a system, not a series of tactics:

Measure what matters — Vanity metrics kill budgets
Test with intention — Random A/B tests waste time and traffic
Optimize the full funnel — A great ad to a bad landing page burns money
Compound learnings — Every test teaches something for the next

优秀的效果营销是一套体系，而非零散的战术：

关注关键指标 — 虚荣指标会浪费预算
有针对性地测试 — 随机A/B测试会浪费时间和流量
优化全漏斗 — 优质广告搭配糟糕着陆页只会烧钱
积累经验复利 — 每次测试都能为下一次提供借鉴

How This Skill Works

本技能使用方式

When invoked, apply the guidelines in

rules/

organized by:

```
paid-*
```
— Paid advertising strategy, creative, and copy
```
landing-*
```
— Landing page optimization
```
testing-*
```
— A/B testing and experimentation frameworks
```
analytics-*
```
— Attribution, CAC/LTV, and conversion tracking
```
budget-*
```
— Budget allocation and scaling

调用本技能时，请遵循

rules/

目录下的指南，这些指南按以下类别划分：

```
paid-*
```
— 付费广告策略、创意与文案
```
landing-*
```
— 着陆页优化
```
testing-*
```
— A/B测试与实验框架
```
analytics-*
```
— 归因分析、CAC/LTV与转化追踪
```
budget-*
```
— 预算分配与规模扩张

Core Frameworks

核心框架

The Performance Marketing Loop

效果营销循环

┌─────────────────────────────────────────────────────────┐
│                                                         │
│   ┌──────────┐    ┌──────────┐    ┌──────────┐         │
│   │   ADS    │───▶│  LANDING │───▶│ CONVERT  │         │
│   │ (Reach)  │    │  (Hook)  │    │ (Action) │         │
│   └──────────┘    └──────────┘    └──────────┘         │
│        ▲                                │               │
│        │          ┌──────────┐          │               │
│        └──────────│ ANALYZE  │◀─────────┘               │
│                   │ (Learn)  │                          │
│                   └──────────┘                          │
│                                                         │
└─────────────────────────────────────────────────────────┘

┌─────────────────────────────────────────────────────────┐
│                                                         │
│   ┌──────────┐    ┌──────────┐    ┌──────────┐         │
│   │   ADS    │───▶│  LANDING │───▶│ CONVERT  │         │
│   │ (Reach)  │    │  (Hook)  │    │ (Action) │         │
│   └──────────┘    └──────────┘    └──────────┘         │
│        ▲                                │               │
│        │          ┌──────────┐          │               │
│        └──────────│ ANALYZE  │◀─────────┘               │
│                   │ (Learn)  │                          │
│                   └──────────┘                          │
│                                                         │
└─────────────────────────────────────────────────────────┘

The CAC/LTV Equation

CAC/LTV公式

Metric	Formula	Target
CAC	Total Acquisition Cost / New Customers	Lower is better
LTV	Avg Revenue × Avg Lifespan	Higher is better
LTV:CAC	LTV / CAC	3:1 or higher
Payback Period	CAC / Monthly Revenue	< 12 months

指标	计算公式	目标
CAC	总获客成本 / 新客户数量	越低越好
LTV	平均收入 × 平均客户生命周期	越高越好
LTV:CAC	LTV / CAC	3:1或更高
投资回收期	CAC / 月度收入	< 12个月

Funnel Math

漏斗计算公式

Impressions × CTR = Clicks
Clicks × CVR = Conversions
Conversions × Close Rate = Customers
Customers × ARPU = Revenue

Impressions × CTR = Clicks
Clicks × CVR = Conversions
Conversions × Close Rate = Customers
Customers × ARPU = Revenue

Channel Selection Matrix

渠道选择矩阵

Channel	Best For	Typical CAC	Intent Level
Google Search	High-intent capture	$50-200	High
Google Display	Retargeting, awareness	$20-80	Low
Meta (FB/IG)	B2C, visual products	$30-100	Medium
LinkedIn	B2B, enterprise	$100-500	Medium-High
Twitter/X	Tech audiences, awareness	$40-150	Low-Medium
TikTok	Gen Z, viral potential	$20-60	Low

渠道	适用场景	典型CAC	意向等级
Google Search	高意向用户捕获	$50-200	高
Google Display	再营销、品牌认知	$20-80	低
Meta (FB/IG)	B2C、视觉类产品	$30-100	中
LinkedIn	B2B、企业客户	$100-500	中高
Twitter/X	科技受众、品牌认知	$40-150	中低
TikTok	Z世代、病毒传播潜力	$20-60	低

Key Metrics by Stage

各阶段核心指标

Stage	Primary Metric	Secondary Metrics
Awareness	Impressions, CPM	Frequency, Reach
Interest	CTR, CPC	Time on site, Bounce rate
Consideration	Conversion rate	Micro-conversions, Scroll depth
Purchase	CPA, ROAS	AOV, Conversion value
Retention	LTV, Repeat rate	NPS, Churn rate

阶段	核心指标	次要指标
认知阶段	曝光量、CPM	展示频次、触达量
兴趣阶段	CTR、CPC	网站停留时间、跳出率
考虑阶段	转化率	微转化、滚动深度
购买阶段	CPA、ROAS	客单价（AOV）、转化价值
留存阶段	LTV、复购率	NPS、流失率

Budget Allocation Framework

预算分配框架

The 70-20-10 Rule

70-20-10法则

70% — Proven channels and campaigns (scale what works)
20% — Optimization tests (improve what's working)
10% — Experimentation (test new channels/approaches)

70% — 成熟渠道与已验证的广告活动（放大有效策略）
20% — 优化测试（提升现有效果）
10% — 创新实验（测试新渠道/新方法）

Scaling Checklist

扩张检查清单

Anti-Patterns

反模式

Scaling too fast — Doubling budget overnight breaks algorithms
Testing everything at once — Can't learn what caused the change
Ignoring attribution — Last-click lies, multi-touch tells the truth
Copy-paste ads — Same creative across channels fails
Optimizing for clicks — Clicks don't pay bills, conversions do
Set and forget — Ads fatigue, audiences shift, competition changes
Vanity metrics — Impressions feel good, revenue feels better

扩张过快 — 一夜之间翻倍预算会打乱算法模型
同时测试所有内容 — 无法确定变化的原因
忽略归因分析 — 最后点击归因具有误导性，多触点归因才反映真实情况
复制粘贴广告 — 跨渠道使用相同创意会失效
仅优化点击量 — 点击不能带来收入，转化才可以
设置后不管不顾 — 广告会疲劳，受众会转移，竞争格局会变化
沉迷虚荣指标 — 曝光量看起来好看，但收入才是硬道理