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Step 01
Performance marketing strategy
12
Performance marketing frameworkExecute a complete paid strategy from channel selection to optimization.
Framework details
Execute a complete paid strategy from channel selection to optimization.
Key takeaways
- Understand the core concepts of Performance marketing framework.
- Apply Performance marketing framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Feeds from
Related frameworks
Channel mix strategyAllocate budget across search, social, display, and video.
Framework details
Allocate budget across search, social, display, and video.
Key takeaways
- Understand the core concepts of Channel mix strategy.
- Apply Channel mix strategy to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Performance marketing framework
Budget allocation frameworkOptimize resources based on historical performance and strategic goals.
Framework details
Optimize resources based on historical performance and strategic goals.
Key takeaways
- Understand the core concepts of Budget allocation framework.
- Apply Budget allocation framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Channel mix strategy
Feeds from
Marginal ROI frameworkMake optimization decisions by calculating the return on the next dollar spent.
Framework details
Make optimization decisions by calculating the return on the next dollar spent.
Key takeaways
- Understand the core concepts of Marginal ROI framework.
- Apply Marginal ROI framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Budget allocation framework
Customer acquisition strategyBalance investment between new customer acquisition and retention.
Framework details
Balance investment between new customer acquisition and retention.
Key takeaways
- Understand the core concepts of Customer acquisition strategy.
- Apply Customer acquisition strategy to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Marginal ROI framework
Full-funnel paid strategyAlign campaigns with the buyer journey from awareness to conversion.
Framework details
Align campaigns with the buyer journey from awareness to conversion.
Key takeaways
- Understand the core concepts of Full-funnel paid strategy.
- Apply Full-funnel paid strategy to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Customer acquisition strategy
ROAS targets by channelSet benchmarks and profitability goals for each channel.
Framework details
Set benchmarks and profitability goals for each channel.
Key takeaways
- Understand the core concepts of ROAS targets by channel.
- Apply ROAS targets by channel to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Full-funnel paid strategy
CAC (customer acquisition cost) frameworkMeasure efficiency by calculating total spend per new customer.
Framework details
Measure efficiency by calculating total spend per new customer.
Key takeaways
- Understand the core concepts of CAC (customer acquisition cost) framework.
- Apply CAC (customer acquisition cost) framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
ROAS targets by channel
LTV:CAC ratioEvaluate unit economics by comparing lifetime value to acquisition cost.
Framework details
Evaluate unit economics by comparing lifetime value to acquisition cost.
Key takeaways
- Understand the core concepts of LTV:CAC ratio.
- Apply LTV:CAC ratio to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
CAC (customer acquisition cost) framework
Payback period strategyPlan cash flow by calculating the time to recover acquisition costs.
Framework details
Plan cash flow by calculating the time to recover acquisition costs.
Key takeaways
- Understand the core concepts of Payback period strategy.
- Apply Payback period strategy to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
LTV:CAC ratio
Incrementality frameworkMeasure the true causal impact of paid spend beyond attribution.
Framework details
Measure the true causal impact of paid spend beyond attribution.
Key takeaways
- Understand the core concepts of Incrementality framework.
- Apply Incrementality framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Payback period strategy
Test budget frameworkAllocate a dedicated percentage of budget to experimentation.
Framework details
Allocate a dedicated percentage of budget to experimentation.
Key takeaways
- Understand the core concepts of Test budget framework.
- Apply Test budget framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Incrementality framework
Step 02
Paid search (SEM/PPC)
14
Paid search strategy frameworkDevelop a comprehensive approach to campaign structure and bidding.
Framework details
Develop a comprehensive approach to campaign structure and bidding.
Key takeaways
- Understand the core concepts of Paid search strategy framework.
- Apply Paid search strategy framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Test budget framework
Related frameworks
Keyword research frameworkSelect keywords based on volume, competition, and relevance.
Framework details
Select keywords based on volume, competition, and relevance.
Key takeaways
- Understand the core concepts of Keyword research framework.
- Apply Keyword research framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Paid search strategy framework
Related frameworks
Keyword match typesControl targeting precision with exact, phrase, and broad match types.
Framework details
Control targeting precision with exact, phrase, and broad match types.
Key takeaways
- Understand the core concepts of Keyword match types.
- Apply Keyword match types to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Keyword research framework
Search intent frameworkTarget users based on informational, commercial, or transactional intent.
Framework details
Target users based on informational, commercial, or transactional intent.
Key takeaways
- Understand the core concepts of Search intent framework.
- Apply Search intent framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Keyword match types
Campaign structure frameworkOrganize accounts hierarchically from campaigns to ad groups.
Framework details
Organize accounts hierarchically from campaigns to ad groups.
Key takeaways
- Understand the core concepts of Campaign structure framework.
- Apply Campaign structure framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Search intent framework
Ad copy framework (PPC)Write compelling headlines and descriptions for search ads.
Framework details
Write compelling headlines and descriptions for search ads.
Key takeaways
- Understand the core concepts of Ad copy framework (PPC).
- Apply Ad copy framework (PPC) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Campaign structure framework
Quality score optimizationImprove rankings by optimizing CTR, relevance, and landing pages.
Framework details
Improve rankings by optimizing CTR, relevance, and landing pages.
Key takeaways
- Understand the core concepts of Quality score optimization.
- Apply Quality score optimization to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Ad copy framework (PPC)
Bid strategy frameworkChoose between manual, automated, CPA, and ROAS bidding.
Framework details
Choose between manual, automated, CPA, and ROAS bidding.
Key takeaways
- Understand the core concepts of Bid strategy framework.
- Apply Bid strategy framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Quality score optimization
Smart bidding strategiesLeverage machine learning for automated portfolio bidding.
Framework details
Leverage machine learning for automated portfolio bidding.
Key takeaways
- Understand the core concepts of Smart bidding strategies.
- Apply Smart bidding strategies to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Bid strategy framework
Ad extensions frameworkExpand ad real estate with sitelinks, callouts, and snippets.
Framework details
Expand ad real estate with sitelinks, callouts, and snippets.
Key takeaways
- Understand the core concepts of Ad extensions framework.
- Apply Ad extensions framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Smart bidding strategies
Shopping campaign frameworkOptimize product feeds and bidding for e-commerce.
Framework details
Optimize product feeds and bidding for e-commerce.
Key takeaways
- Understand the core concepts of Shopping campaign framework.
- Apply Shopping campaign framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Ad extensions framework
Negative keyword strategyReduce wasted spend by excluding irrelevant searches.
Framework details
Reduce wasted spend by excluding irrelevant searches.
Key takeaways
- Understand the core concepts of Negative keyword strategy.
- Apply Negative keyword strategy to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Shopping campaign framework
Search audience targetingLayer targeting with remarketing, in-market, and affinity audiences.
Framework details
Layer targeting with remarketing, in-market, and affinity audiences.
Key takeaways
- Understand the core concepts of Search audience targeting.
- Apply Search audience targeting to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Negative keyword strategy
Geographic & device targetingRefine performance with location and device bid adjustments.
Framework details
Refine performance with location and device bid adjustments.
Key takeaways
- Understand the core concepts of Geographic & device targeting.
- Apply Geographic & device targeting to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Search audience targeting
Step 03
Paid social
14
Paid social strategy frameworkDefine objectives, targeting, and creative usage for social ads.
Framework details
Define objectives, targeting, and creative usage for social ads.
Key takeaways
- Understand the core concepts of Paid social strategy framework.
- Apply Paid social strategy framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Geographic & device targeting
Facebook/Meta ads frameworkStructure campaigns from objective to ad set and creative.
Framework details
Structure campaigns from objective to ad set and creative.
Key takeaways
- Understand the core concepts of Facebook/Meta ads framework.
- Apply Facebook/Meta ads framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Paid social strategy framework
Social targeting frameworkBuild precision audiences using demographics and interests.
Framework details
Build precision audiences using demographics and interests.
Key takeaways
- Understand the core concepts of Social targeting framework.
- Apply Social targeting framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Facebook/Meta ads framework
Custom audience frameworkTarget first-party lists like website visitors and email subscribers.
Framework details
Target first-party lists like website visitors and email subscribers.
Key takeaways
- Understand the core concepts of Custom audience framework.
- Apply Custom audience framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Social targeting framework
Lookalike audience frameworkExpand reach by targeting users similar to your best customers.
Framework details
Expand reach by targeting users similar to your best customers.
Key takeaways
- Understand the core concepts of Lookalike audience framework.
- Apply Lookalike audience framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Custom audience framework
Campaign budget optimization (CBO)Let algorithms distribute budget to top-performing ad sets.
Framework details
Let algorithms distribute budget to top-performing ad sets.
Key takeaways
- Understand the core concepts of Campaign budget optimization (CBO).
- Apply Campaign budget optimization (CBO) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Lookalike audience framework
Creative strategy frameworkSelect and test formats like image, video, carousel, and stories.
Framework details
Select and test formats like image, video, carousel, and stories.
Key takeaways
- Understand the core concepts of Creative strategy framework.
- Apply Creative strategy framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Campaign budget optimization (CBO)
Dynamic creative optimizationAutomate the testing of creative element combinations.
Framework details
Automate the testing of creative element combinations.
Key takeaways
- Understand the core concepts of Dynamic creative optimization.
- Apply Dynamic creative optimization to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Creative strategy framework
Social proof in adsbuild trust by incorporating testimonials and engagement signals.
Framework details
build trust by incorporating testimonials and engagement signals.
Key takeaways
- Understand the core concepts of Social proof in ads.
- Apply Social proof in ads to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Dynamic creative optimization
Retargeting strategy frameworkRe-engage users based on website visits and content interaction.
Framework details
Re-engage users based on website visits and content interaction.
Key takeaways
- Understand the core concepts of Retargeting strategy framework.
- Apply Retargeting strategy framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Social proof in ads
LinkedIn ads frameworkExecute B2B campaigns using sponsored content and InMail.
Framework details
Execute B2B campaigns using sponsored content and InMail.
Key takeaways
- Understand the core concepts of LinkedIn ads framework.
- Apply LinkedIn ads framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Retargeting strategy framework
Video advertising frameworkDesign video ads for awareness, consideration, and conversion.
Framework details
Design video ads for awareness, consideration, and conversion.
Key takeaways
- Understand the core concepts of Video advertising framework.
- Apply Video advertising framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
LinkedIn ads framework
Stories & reels advertisingMaster ephemeral and vertical video formats.
Framework details
Master ephemeral and vertical video formats.
Key takeaways
- Understand the core concepts of Stories & reels advertising.
- Apply Stories & reels advertising to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Video advertising framework
Influencer performance campaignsIntegrate paid amplification with influencer partnerships.
Framework details
Integrate paid amplification with influencer partnerships.
Key takeaways
- Understand the core concepts of Influencer performance campaigns.
- Apply Influencer performance campaigns to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Stories & reels advertising
Step 04
Display & programmatic
10
Display advertising strategyPlan awareness and retargeting campaigns across networks.
Framework details
Plan awareness and retargeting campaigns across networks.
Key takeaways
- Understand the core concepts of Display advertising strategy.
- Apply Display advertising strategy to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Influencer performance campaigns
Programmatic advertising frameworkAutomate media buying via real-time bidding and direct deals.
Framework details
Automate media buying via real-time bidding and direct deals.
Key takeaways
- Understand the core concepts of Programmatic advertising framework.
- Apply Programmatic advertising framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Display advertising strategy
Contextual targeting frameworkPlace ads based on content topics and keywords.
Framework details
Place ads based on content topics and keywords.
Key takeaways
- Understand the core concepts of Contextual targeting framework.
- Apply Contextual targeting framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Programmatic advertising framework
Retargeting frameworkWin back visitors with dynamic and engagement-based display ads.
Framework details
Win back visitors with dynamic and engagement-based display ads.
Key takeaways
- Understand the core concepts of Retargeting framework.
- Apply Retargeting framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Contextual targeting framework
Frequency capping frameworkManage ad exposure to prevent user fatigue.
Framework details
Manage ad exposure to prevent user fatigue.
Key takeaways
- Understand the core concepts of Frequency capping framework.
- Apply Frequency capping framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Retargeting framework
Banner ad formatsUtilize static, animated, and responsive design formats.
Framework details
Utilize static, animated, and responsive design formats.
Key takeaways
- Understand the core concepts of Banner ad formats.
- Apply Banner ad formats to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Frequency capping framework
Creative testing frameworkOptimize display performance through A/B and multivariate testing.
Framework details
Optimize display performance through A/B and multivariate testing.
Key takeaways
- Understand the core concepts of Creative testing framework.
- Apply Creative testing framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Banner ad formats
Native advertising frameworkIntegrate ads seamlessly with platform content.
Framework details
Integrate ads seamlessly with platform content.
Key takeaways
- Understand the core concepts of Native advertising framework.
- Apply Native advertising framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Creative testing framework
Viewability optimizationEnsure ads are seen by prioritizing above-the-fold placements.
Framework details
Ensure ads are seen by prioritizing above-the-fold placements.
Key takeaways
- Understand the core concepts of Viewability optimization.
- Apply Viewability optimization to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Native advertising framework
Brand safety frameworkProtect your brand with exclusions and keyword blocking.
Framework details
Protect your brand with exclusions and keyword blocking.
Key takeaways
- Understand the core concepts of Brand safety framework.
- Apply Brand safety framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Viewability optimization
Step 05
Performance optimization
16
Conversion rate optimization (CRO)Improve post-click performance through testing and friction reduction.
Framework details
Improve post-click performance through testing and friction reduction.
Key takeaways
- Understand the core concepts of Conversion rate optimization (CRO).
- Apply Conversion rate optimization (CRO) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Brand safety framework
Related frameworks
Landing page frameworkBuild high-converting pages with clear calls-to-action.
Framework details
Build high-converting pages with clear calls-to-action.
Key takeaways
- Understand the core concepts of Landing page framework.
- Apply Landing page framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
CRO (conversion rate optimization) framework
A/B testing frameworkHypothesize, test, and analyze variations systematically.
Framework details
Hypothesize, test, and analyze variations systematically.
Key takeaways
- Understand the core concepts of A/B testing framework.
- Apply A/B testing framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Landing page framework
Multivariate testingOptimize complex pages by testing multiple elements at once.
Framework details
Optimize complex pages by testing multiple elements at once.
Key takeaways
- Understand the core concepts of Multivariate testing.
- Apply Multivariate testing to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
A/B testing framework
Statistical significance frameworkEnsure reliable results with proper sample sizes and confidence levels.
Framework details
Ensure reliable results with proper sample sizes and confidence levels.
Key takeaways
- Understand the core concepts of Statistical significance framework.
- Apply Statistical significance framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Multivariate testing
Bid optimization frameworkMaximize efficiency with performance-based bid adjustments.
Framework details
Maximize efficiency with performance-based bid adjustments.
Key takeaways
- Understand the core concepts of Bid optimization framework.
- Apply Bid optimization framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Statistical significance framework
Audience segmentation testingTailor messages and offers to specific user segments.
Framework details
Tailor messages and offers to specific user segments.
Key takeaways
- Understand the core concepts of Audience segmentation testing.
- Apply Audience segmentation testing to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Bid optimization framework
Ad scheduling (dayparting)Optimize bids based on high-performance times of day.
Framework details
Optimize bids based on high-performance times of day.
Key takeaways
- Understand the core concepts of Ad scheduling (dayparting).
- Apply Ad scheduling (dayparting) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Audience segmentation testing
Geographic bid adjustmentsAllocate budget to top-performing regions.
Framework details
Allocate budget to top-performing regions.
Key takeaways
- Understand the core concepts of Geographic bid adjustments.
- Apply Geographic bid adjustments to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Ad scheduling (dayparting)
Device bid adjustmentsOptimize performance across mobile, desktop, and tablet.
Framework details
Optimize performance across mobile, desktop, and tablet.
Key takeaways
- Understand the core concepts of Device bid adjustments.
- Apply Device bid adjustments to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Geographic bid adjustments
Quality score improvementIncrease efficiency by boosting relevance and CTR.
Framework details
Increase efficiency by boosting relevance and CTR.
Key takeaways
- Understand the core concepts of Quality score improvement.
- Apply Quality score improvement to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Device bid adjustments
Ad fatigue managementMaintain performance by rotating creatives regularly.
Framework details
Maintain performance by rotating creatives regularly.
Key takeaways
- Understand the core concepts of Ad fatigue management.
- Apply Ad fatigue management to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Quality score improvement
Incremental testing frameworkMeasure true lift using geo and audience holdouts.
Framework details
Measure true lift using geo and audience holdouts.
Key takeaways
- Understand the core concepts of Incremental testing framework.
- Apply Incremental testing framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Ad fatigue management
Creative performance analysisIdentify winning elements to inform future designs.
Framework details
Identify winning elements to inform future designs.
Key takeaways
- Understand the core concepts of Creative performance analysis.
- Apply Creative performance analysis to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Incremental testing framework
Auction dynamics understandingNavigate competition using impression share and bid landscape data.
Framework details
Navigate competition using impression share and bid landscape data.
Key takeaways
- Understand the core concepts of Auction dynamics understanding.
- Apply Auction dynamics understanding to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Creative performance analysis
Performance forecastingPredict outcomes to optimize planning and budgeting.
Framework details
Predict outcomes to optimize planning and budgeting.
Key takeaways
- Understand the core concepts of Performance forecasting.
- Apply Performance forecasting to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Auction dynamics understanding
Step 06
Advanced analytics & attribution
14
Multi-touch attributionAssign credit across touchpoints using data-driven models.
Framework details
Assign credit across touchpoints using data-driven models.
Key takeaways
- Understand the core concepts of Multi-touch attribution.
- Apply Multi-touch attribution to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Performance forecasting
Marketing mix modeling (MMM)Analyze the statistical impact of all marketing channels over time.
Framework details
Analyze the statistical impact of all marketing channels over time.
Key takeaways
- Understand the core concepts of Marketing mix modeling (MMM).
- Apply Marketing mix modeling (MMM) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Multi-touch attribution
Related frameworks
Incrementality testingValidate causal impact with rigorous holdout tests.
Framework details
Validate causal impact with rigorous holdout tests.
Key takeaways
- Understand the core concepts of Incrementality testing.
- Apply Incrementality testing to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Marketing mix modeling (MMM)
ROAS calculation frameworkAccurately measure return on ad spend.
Framework details
Accurately measure return on ad spend.
Key takeaways
- Understand the core concepts of ROAS calculation framework.
- Apply ROAS calculation framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Incrementality testing
Feeds into
Channel performance analysisCompare efficiency across your entire channel portfolio.
Framework details
Compare efficiency across your entire channel portfolio.
Key takeaways
- Understand the core concepts of Channel performance analysis.
- Apply Channel performance analysis to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
ROAS calculation framework
Funnel attributionUnderstand contribution at each stage of the buyer journey.
Framework details
Understand contribution at each stage of the buyer journey.
Key takeaways
- Understand the core concepts of Funnel attribution.
- Apply Funnel attribution to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Channel performance analysis
Cohort analysis for paidTrack the long-term value of acquisition cohorts.
Framework details
Track the long-term value of acquisition cohorts.
Key takeaways
- Understand the core concepts of Cohort analysis for paid.
- Apply Cohort analysis for paid to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Funnel attribution
Lift studiesMeasure the incremental brand and conversion impact of campaigns.
Framework details
Measure the incremental brand and conversion impact of campaigns.
Key takeaways
- Understand the core concepts of Lift studies.
- Apply Lift studies to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Cohort analysis for paid
Performance dashboard frameworkBuild infrastructure for real-time monitoring and alerts.
Framework details
Build infrastructure for real-time monitoring and alerts.
Key takeaways
- Understand the core concepts of Performance dashboard framework.
- Apply Performance dashboard framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Lift studies
Assisted conversions analysisIdentify channels that support conversions without getting last-click credit.
Framework details
Identify channels that support conversions without getting last-click credit.
Key takeaways
- Understand the core concepts of Assisted conversions analysis.
- Apply Assisted conversions analysis to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Performance dashboard framework
Cross-device attributionConnect user journeys across mobile and desktop.
Framework details
Connect user journeys across mobile and desktop.
Key takeaways
- Understand the core concepts of Cross-device attribution.
- Apply Cross-device attribution to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Assisted conversions analysis
View-through conversionsMeasure the impact of impressions that don't result in immediate clicks.
Framework details
Measure the impact of impressions that don't result in immediate clicks.
Key takeaways
- Understand the core concepts of View-through conversions.
- Apply View-through conversions to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Cross-device attribution
Privacy-compliant trackingImplement first-party and server-side tracking solutions.
Framework details
Implement first-party and server-side tracking solutions.
Key takeaways
- Understand the core concepts of Privacy-compliant tracking.
- Apply Privacy-compliant tracking to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
View-through conversions
Predictive analytics for performanceUse AI to forecast trends and identify anomalies.
Framework details
Use AI to forecast trends and identify anomalies.
Key takeaways
- Understand the core concepts of Predictive analytics for performance.
- Apply Predictive analytics for performance to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Privacy-compliant tracking
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