performance-marketer
Expert performance marketing guidance for paid acquisition, CRO, and growth optimization. Use when creating ad campaigns, writing ad copy, optimizing landing pages, setting up A/B tests, analyzing CAC/LTV, building attribution models, or planning retargeting strategies. Use for Google Ads, Meta Ads, LinkedIn Ads, conversion tracking, budget allocation, and funnel optimization.
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Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/ncklrs/startup-os-skills --skill performance-marketer- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads performance-marketer automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
SKILL.md
The instructions your agent reads when the skill is triggered.
Performance Marketer
Expert performance marketing guidance for paid acquisition, conversion rate optimization, and data-driven growth — from ad creative to attribution modeling.
Philosophy
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
How This Skill Works
When invoked, apply the guidelines in rules/ organized by:
paid-*— Paid advertising strategy, creative, and copylanding-*— Landing page optimizationtesting-*— A/B testing and experimentation frameworksanalytics-*— Attribution, CAC/LTV, and conversion trackingbudget-*— Budget allocation and scaling
Core Frameworks
The Performance Marketing Loop
┌─────────────────────────────────────────────────────────┐
│ │
│ ┌──────────┐ ┌──────────┐ ┌──────────┐ │
│ │ ADS │───▶│ LANDING │───▶│ CONVERT │ │
│ │ (Reach) │ │ (Hook) │ │ (Action) │ │
│ └──────────┘ └──────────┘ └──────────┘ │
│ ▲ │ │
│ │ ┌──────────┐ │ │
│ └──────────│ ANALYZE │◀─────────┘ │
│ │ (Learn) │ │
│ └──────────┘ │
│ │
└─────────────────────────────────────────────────────────┘
The CAC/LTV Equation
| 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 |
Funnel Math
Impressions × CTR = Clicks
Clicks × CVR = Conversions
Conversions × Close Rate = Customers
Customers × ARPU = Revenue
Channel Selection Matrix
| 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 |
| B2B, enterprise | $100-500 | Medium-High | |
| Twitter/X | Tech audiences, awareness | $40-150 | Low-Medium |
| TikTok | Gen Z, viral potential | $20-60 | Low |
Key Metrics by Stage
| 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 |
Budget Allocation Framework
The 70-20-10 Rule
- 70% — Proven channels and campaigns (scale what works)
- 20% — Optimization tests (improve what's working)
- 10% — Experimentation (test new channels/approaches)
Scaling Checklist
Before scaling a campaign:
- LTV:CAC ratio ≥ 3:1
- Consistent performance over 2+ weeks
- Statistical significance on key metrics
- Landing page handles traffic spikes
- Tracking verified on all conversion events
Anti-Patterns
- 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
FAQ
What does the performance-marketer skill do?
Expert performance marketing guidance for paid acquisition, CRO, and growth optimization. Use when creating ad campaigns, writing ad copy, optimizing landing pages, setting up A/B tests, analyzing CAC/LTV, building attribution models, or planning retargeting strategies. Use for Google Ads, Meta Ads, LinkedIn Ads, conversion tracking, budget allocation, and funnel optimization.
How do I install performance-marketer?
Run npx skills add https://github.com/ncklrs/startup-os-skills --skill performance-marketer in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/performance-marketer/ (personal) or .claude/skills/performance-marketer/ (project).
Which AI agents can use performance-marketer?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is performance-marketer safe to install?
No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.
Who maintains performance-marketer?
It is published by ncklrs in ncklrs/startup-os-skills. It has 220 recorded installs.
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