What is performance marketing?
Paid advertising where you pay for real results such as clicks, leads or purchases, mainly on Google Ads and Meta Ads, plus LinkedIn, TikTok and Microsoft Ads. Success is measured by cost per conversion, ROAS and attribution.
Why tracking is the foundation
Smart bidding and Meta's algorithms learn from historical conversion data. Faulty tracking, like double-counted or misattributed conversions, makes them optimize toward the wrong goals and raises your cost per conversion.
Google Ads and conversion tracking
You need a correct Google Ads tag via GTM, Consent Mode v2 for EU traffic (mandatory since March 2024), enhanced conversions and GA4 conversion import for deduplication.
Meta Ads and pixel setup
The Meta Pixel combined with the Conversions API gives the best data foundation. The API sends data straight from your server and captures conversions the pixel misses because of ITP and ad blockers.
Attribution and multi-touch
Most purchases involve several touchpoints, so attribution assigns value to each channel. GA4's data-driven attribution, with correct tracking, supports budget decisions based on real impact rather than last click.
Frequently asked questions
What is a reasonable ROAS target?
It depends on your margin. At a 40% margin you need about 2.5x ROAS to break even. Set targets from actual profitability, not industry averages.
How long until results appear?
Google Ads smart bidding needs 2 to 4 weeks of data. Meta needs about 50 conversions per week. Expect 4 to 8 weeks for well-optimized results.
Can I do it without correct tracking?
Technically yes, but optimizing on flawed data leads to poor bidding and inaccurate attribution.
Which platforms should I prioritize?
B2C e-commerce suits Google Shopping and Meta, B2B suits LinkedIn and Google Search, and younger audiences suit TikTok and Instagram. Start where your audience is most active.