Performance Marketing

Improves an existing landing page's conversion rate through evidence-first CRO - audit heatmaps and recordings, write structured hypotheses, prioritize with ICE scoring, and run one-variable tests to statistical significance. Use when someone asks "why isn't my landing page converting", "audit this page before we scale spend", "which A/B test should we run first", or after a CVR drop or ahead of a paid-traffic push. Do NOT use for writing a new landing page from scratch - use landing-page-copy instead. Do NOT use for auditing the ad accounts sending the traffic - use paid-acquisition-audit instead. Do NOT use for reading the results of a finished experiment - use ab-test-analyzer instead.

Guides selection and honest application of a marketing attribution model, surfacing common measurement traps. Use when evaluating channel ROI, auditing tracking, or choosing between attribution models.

Paces and reallocates ad budget across channels through the month to hit both CAC and volume targets, with daily tolerance bands, a reallocation reserve, and escalation red lines. Use when someone asks "are we pacing to spend the budget", "we're overspending and it's only the 12th", "should I move budget from Meta to Google mid-month", "how do I spend the rest of the budget without wrecking CAC", or is managing live campaign spend at month start or month end. Do NOT use for explaining why last month's spend missed plan - use budget-vs-actual instead - or for auditing whether the channels themselves are worth funding - use paid-acquisition-audit instead.

Builds and refines audience and segment targeting for paid campaigns - first-party audience construction, lookalike expansion, exclusion lists, platform sizing floors, and saturation diagnosis - and delivers a filled targeting matrix per campaign. Use when someone asks "who should I target with these ads", "why is my ad set stuck in learning", "my CPMs keep rising but conversions are flat", "should I use a 1% or 5% lookalike", or is launching a campaign, diagnosing poor reach quality, or expanding into a new customer segment. Do NOT use for auditing an entire paid program's structure and spend efficiency - use paid-acquisition-audit instead; do NOT use for defining the ideal customer profile itself - use icp-persona-builder instead; do NOT use for market segmentation strategy outside paid media - use segmentation-strategy instead.

Write landing-page copy section by section - hero, social proof, features-as-benefits, objections, CTA - leading with one promise and proving it down the page. Use when someone asks "write my landing page", "improve my hero headline", "what should the homepage say", "turn these features into benefits", or is shipping a new page for a launch or campaign. Do NOT use for testing and optimizing an existing page's conversion rate - use landing-page-cro instead; for the one-line claim itself use positioning-statement; for the full message ladder use messaging-hierarchy.

Analyzes an A/B experiment to a defensible verdict - sample-size and minimum-detectable-effect math, two-proportion significance testing with confidence intervals, and checks for the traps that fake a win (peeking, sample ratio mismatch, multiple comparisons). Use when someone asks "is this test significant", "did variant B win", "how long should I run this experiment", "what sample size do I need", or shows experiment results and asks whether to ship. Do NOT use for logging and organizing ML training runs - use experiment-tracking instead; for causal questions without a randomized experiment use causal-inference; for general funnel or metric investigation use funnel-analysis or product-analytics.