Marketing
Performance marketing
Performance marketing is paid, measurable acquisition activity built and optimised against a specific cost and return target, not spend justified by impressions or reach alone.
In practice at Covorn
We set the target cost of acquisition before the first campaign runs, then build, test and cut channels against that number rather than a vaguer sense of what is working. Reporting is built around that target, not vanity metrics that do not tie to revenue.
Part of MarketingWhere this sits in the framework
- Build
- Grow
When you need this
- Paid spend is increasing without a clear, agreed cost-of-acquisition target to measure it against.
- Campaigns keep running after the point where they stopped being profitable.
- Reporting focuses on clicks and impressions rather than qualified leads or revenue.