Performance Marketing Fundamentals & KPIs

Calculate key performance metrics (CPC, CPM, CPA, ROAS, CTR, CVR) from raw campaign data.

Map campaign objectives to specific stages of the marketing funnel (TOFU, MOFU, BOFU).

Evaluate trade-offs between campaign types and platforms for different business objectives.

Build a media plan with budget allocation across channels for a specific campaign scenario.

Set measurable KPI targets for a campaign based on business goals and historical benchmarks.