In this lesson, you will learn what performance marketing is, why it matters, and how it differs from traditional digital marketing. You’ll explore key success metrics, customer journey stages, and attribution methods used to assess campaign performance.

Learning Outcomes

• Define performance marketing and its components.
• Calculate and interpret core metrics like CPA, ROAS, CAC, and LTV.
• Explain the digital marketing funnel from awareness to conversion.
• Understand different attribution models and how they affect campaign insights.

In this lesson, you will learn how to define, segment, and target potential customers using digital platforms. You’ll also learn how to build audience journeys that match funnel stages and buyer intent.

Learning Outcomes

• Create buyer personas based on data and behavior.
• Differentiate targeting layers: demographic, interest-based, behavioral, and intent.
• Design retargeting and lookalike audience strategies.
• Match audience targeting to each stage of the marketing funnel.

Great creative and irresistible offers drive clicks and conversions. This lesson breaks down what makes an ad perform—visually and emotionally. You’ll also explore how to align offers with audience motivations and channel-specific best practices.

Learning Outcomes

• Identify the structure of high-converting ads (visual + copy).
• Apply the Hook-Angle-Offer framework to generate ad concepts.
• Choose and format ads for Meta, TikTok, and Google platforms.
• Develop and test offers that resonate with cold, warm, and hot audiences.

In this lesson, you’ll walk through Meta Ads from the ground up—from structuring your campaigns (CBO vs ABO) to tracking events and optimizing for conversions. Learners will understand how to manage budgets and audiences to maximize results.

Learning Outcomes

• Understand the differences between CBO (Campaign Budget Optimization) and ABO (Ad Set Budget Optimization) and when to use each.
• Set up Meta Pixel and custom conversion events for tracking.
• Apply best practices for targeting at the ad set level (location, interests, behaviors, exclusions).
• Create a budget strategy for testing, optimization, and scaling campaigns over time.

In this module, you will gain practical experience building and optimizing Google Ads campaigns. You’ll explore how to use keyword intent, match types, and audience signals to win across Search, Display, and YouTube.

Learning Outcomes

• Differentiate between Google’s campaign types: Search, Display, and Performance Max.
• Conduct keyword research and categorize terms by user intent.
• Create and optimize search ads using headline & description formulas.
• Build basic YouTube ad strategies using skippable formats, audience targeting, and strong creative hooks.

This lesson equips you with the technical foundation for tracking digital campaigns across platforms. You’ll learn how to implement UTMs, pixels, server-side tracking, and interpret attribution models with confidence.

Learning Outcomes

• Use UTM parameters and tagging to track campaigns across platforms.
• Set up event tracking using GTM, GA4, and Meta Pixel.
• Understand and compare attribution models and windows.

Implement server-side tracking using tools like Facebook CAPI for improved data reliability.

In this lesson, you will learn how to extract, interpret, and act on marketing performance data. You’ll explore key financial metrics, visualize funnel stages, and use GA4 for storytelling with numbers.

Learning Outcomes

• Set up and navigate Google Analytics (GA4) dashboards for campaign reporting.
• Analyze drop-off points in funnels and user flow.
• Calculate and interpret ROAS, LTV:CAC, and revenue vs spend.
• Understand the basics of cohort analysis for lifecycle marketing.

In this lesson, you will learn how performance marketers use testing to improve ad efficiency. You’ll learn structured A/B testing, frequency control, and creative iteration frameworks.

Learning Outcomes

• Design hypothesis-driven A/B tests for campaigns.
• Detect and manage ad fatigue using frequency benchmarks.
• Implement optimization routines based on data signals.
• Distinguish between vertical and horizontal scaling strategies.

In this lesson, you will learn how to manage and scale ad budgets strategically. This final module covers how to forecast spend, allocate by funnel stage, and use simplified media mix modeling to guide investment decisions.

Learning Outcomes

• Create funnel-based budget plans aligned to campaign objectives.
• Forecast ROAS and determine break-even points.
• Develop scaling plans across multiple platforms.
• Understand and apply basic principles of media mix modeling.