---
title: "Performance Marketing"
url: "https://www.performetic.com/en/blog/category/performance-marketing"
---

# Performance Marketing

Guides to profitable growth with Google, Meta and TikTok ads.

- [What is ROAS and how do you calculate it?](https://www.performetic.com/en/blog/what-is-roas-how-to-calculate): The ROAS formula, a worked example, how ROAS differs from ROI and POAS, and how to tell whether your ROAS is actually good based on your own margins.
- [Break-even ROAS: set target ROAS from your margin](https://www.performetic.com/en/blog/break-even-roas-calculator-target-roas): How to calculate break-even ROAS from your contribution margin, why shipping, payment fees and returns belong in that margin, and how to enter target ROAS in Google and Meta.
- [Meta ads campaign structure for ecommerce](https://www.performetic.com/en/blog/meta-ads-ecommerce-campaign-structure): Prospecting versus retargeting, Advantage+ sales campaigns, consolidation, creative testing cadence and a starting budget framework for structuring an ecommerce Meta account.
- [Product feed optimisation for Performance Max](https://www.performetic.com/en/blog/performance-max-product-feed-optimization): Which Merchant Center attributes matter, title formulas by vertical, custom labels for margin-based bidding, feed rules, and the most common reasons products get disapproved.
- [Why server-side tracking and Conversions API matter](https://www.performetic.com/en/blog/server-side-tracking-conversions-api): Why browser-based tracking loses data, and how Meta's Conversions API, Google enhanced conversions, server-side GTM, event_id deduplication and consent mode fit together.
- [How much should you spend on Meta ads?](https://www.performetic.com/en/blog/how-much-to-spend-on-meta-ads): How to work backwards from target CPA, contribution margin and the learning phase's data needs to set a Meta ads budget, with a worked example table.
- [How to set up Google Ads for ecommerce, step by step](https://www.performetic.com/en/blog/google-ads-setup-for-ecommerce): The right order for an ecommerce Google Ads setup: conversion tracking, Merchant Center, Shopping or Performance Max, a brand search campaign and negative keywords.
- [Do TikTok ads work for ecommerce?](https://www.performetic.com/en/blog/do-tiktok-ads-work-for-ecommerce): Which ecommerce brands TikTok ads work for, the campaign types to use, the creative style that performs, and how to set up the TikTok Pixel and Events API.
- [Why are your Instagram ads not getting sales?](https://www.performetic.com/en/blog/why-instagram-ads-not-converting): If your Instagram ads get clicks but no sales, diagnose the problem step by step across objective, tracking, creative, offer, landing page and audience.
- [How to test Meta ad creatives the right way](https://www.performetic.com/en/blog/how-to-test-meta-ad-creatives): How to test Meta ad creatives with a hypothesis, one variable at a time and the right tool, plus the difference between A/B tests and ad set testing and how to read results.
- [How to set up dynamic product ads for retargeting](https://www.performetic.com/en/blog/dynamic-product-ads-setup-guide): A setup guide to Meta Advantage+ catalog ads and Google dynamic remarketing, showing visitors the exact products they viewed on your store.
- [Meta ad account restricted or disabled: what to do](https://www.performetic.com/en/blog/meta-ad-account-restricted-what-to-do): What to do when your Meta ad account is restricted or disabled: find the cause in Account Quality, request a review correctly and prevent it from happening again.
- [CAC vs LTV vs ROAS: which should ecommerce track?](https://www.performetic.com/en/blog/cac-vs-ltv-vs-roas-ecommerce): What CAC, LTV and ROAS measure, their formulas, the LTV:CAC ratio and which metric to use for which decision, with a worked example.
- [Google Merchant Center setup and fixing disapprovals](https://www.performetic.com/en/blog/google-merchant-center-setup-disapprovals): How to set up Google Merchant Center step by step, verify your website, and fix the most common product disapprovals, from price mismatch to misrepresentation.
- [How to shoot ecommerce product photos that sell](https://www.performetic.com/en/blog/how-to-shoot-ecommerce-product-photos-that-sell): A product photo is not there to look pretty, it is there to answer the questions a shopper cannot answer by touching the product. Shot list, specs, Merchant Center rules and ad reuse.
- [How to use UTM parameters: a tagging standard](https://www.performetic.com/en/blog/how-to-use-utm-parameters): How to structure UTM parameters so GA4 reports stay clean, with ready-to-use templates for Meta, Google Ads, email and influencers plus a naming standard your team can follow.
- [Do Pinterest ads work for ecommerce?](https://www.performetic.com/en/blog/do-pinterest-ads-work-for-ecommerce): Which ecommerce brands should advertise on Pinterest, which objectives to use, what shopping ads require and how to read Performance+ results without fooling yourself.
- [Google Ads keyword strategy for ecommerce](https://www.performetic.com/en/blog/google-ads-keyword-strategy-ecommerce): Which keywords to bid on, with which match types and in what campaign structure: a practical Google Search keyword strategy built specifically for online stores.
- [How to set up Meta Advantage+ sales campaigns](https://www.performetic.com/en/blog/meta-advantage-plus-sales-campaigns-guide): How Advantage+ sales campaigns work, how to set one up step by step, which choices switch Advantage+ off, and when a manual campaign is still the better call.
- [How to create and test UGC ads for ecommerce](https://www.performetic.com/en/blog/how-to-create-and-test-ugc-ads): A practical guide to user-generated content (UGC) ads: creator briefs, script structure, disclosure rules and a test plan that finds the winning video faster.
- [GA4 attribution models: how to read them in ecommerce](https://www.performetic.com/en/blog/ga4-attribution-models-guide): GA4's data-driven and last click models, lookback windows and how these settings change your campaign decisions, explained with ecommerce examples.
- [What are TikTok Spark Ads and how do stores use them?](https://www.performetic.com/en/blog/what-are-tiktok-spark-ads): How TikTok Spark Ads differ from regular ads, how to get a creator authorization code, what you cannot change after authorizing and how ecommerce brands test them.
- [How to set up Target ROAS bidding in Google Ads](https://www.performetic.com/en/blog/how-to-set-target-roas-bidding): When to switch to Target ROAS, how to choose the starting target and how to change it without losing volume, with Google's conversion thresholds and an example step-up plan.
- [How to spot and prevent creative fatigue in Meta ads](https://www.performetic.com/en/blog/meta-ads-creative-fatigue): The signs of creative fatigue, how Meta calculates its Creative limited and Creative fatigue statuses, and the creative production rhythm that keeps fatigue away.
- [Video ad hooks: how to win the first 3 seconds](https://www.performetic.com/en/blog/video-ad-hooks-first-3-seconds): How to write video ad openings that stop the scroll: visual, spoken and on-screen hook layers, 8 hook patterns with examples, and how to measure hook performance.
- [How to build an ecommerce report in Looker Studio](https://www.performetic.com/en/blog/looker-studio-ecommerce-report): A step-by-step guide to combining GA4 and Google Ads data in one Looker Studio (Data Studio) dashboard that your team can actually use in its weekly decision meeting.
- [Is Microsoft Advertising (Bing Ads) worth it for ecommerce?](https://www.performetic.com/en/blog/microsoft-advertising-bing-ads-for-ecommerce): When Microsoft Advertising makes sense for an online store, how to import from Google Ads, how Shopping campaigns and UET work, and how to run a fair test.
- [Should you bid on your own brand name in Google Ads?](https://www.performetic.com/en/blog/should-you-bid-on-your-brand-name-google-ads): Is a brand campaign wasted spend or essential defence against competitors? When to run one, how to measure its real impact and how to keep brand traffic out of Performance Max.
- [Meta campaign budget vs ad set budget: which to use?](https://www.performetic.com/en/blog/meta-campaign-budget-vs-ad-set-budget): The difference between Advantage+ campaign budget (CBO) and ad set budgets (ABO), how ad set budget sharing works, and which one ecommerce brands should choose when.
- [Ecommerce ad copywriting formulas with examples](https://www.performetic.com/en/blog/ecommerce-ad-copywriting-formulas): How to write ecommerce ad copy with AIDA, PAS, Before-After-Bridge and Feature-Benefit formulas, plus Meta and Google character limits, examples and claim rules.
- [What is MER and how is it different from ROAS?](https://www.performetic.com/en/blog/what-is-mer-vs-roas): How to calculate marketing efficiency ratio (MER), why it gives different answers than ROAS, and which metric ecommerce brands should use for which decision, with worked examples.
- [Google Shopping vs Meta catalog ads: which should you use?](https://www.performetic.com/en/blog/google-shopping-vs-meta-catalog-ads): A side-by-side look at Google Shopping and Meta Advantage+ catalog ads: intent, audience, feed needs, creative, measurement and how to split budget between them.
- [How to use Demand Gen campaigns for ecommerce](https://www.performetic.com/en/blog/demand-gen-campaigns-ecommerce-guide): When and how to use Google's Demand Gen campaigns for an online store: placements, creative formats, product feeds, lookalike segments, bidding and budget guidance.
- [Why your Meta learning phase never ends, and the fix](https://www.performetic.com/en/blog/meta-learning-phase-learning-limited-fix): Why Meta ad sets get stuck in the learning phase, which edits reset learning, and how to fix a Learning limited status step by step.
- [Static image vs video ads: which works when?](https://www.performetic.com/en/blog/static-image-vs-video-ads): When static image ads win, when video wins, a decision table by product type and funnel stage, platform requirements and a test plan that compares formats fairly.
- [What is incrementality testing and how do you run it?](https://www.performetic.com/en/blog/incrementality-testing-guide): How to measure whether your ads really create extra sales using controlled tests, covering Meta and Google lift studies and geo tests with ecommerce examples.
- [How to set up an affiliate program for your online store](https://www.performetic.com/en/blog/how-to-start-ecommerce-affiliate-program): Set commission rates from your margin, track with links and coupon codes, write program rules that stop brand bidding and coupon leakage, and handle disclosure and rel=sponsored.
- [Do YouTube ads drive sales for ecommerce?](https://www.performetic.com/en/blog/do-youtube-ads-drive-ecommerce-sales): Do YouTube ads bring direct sales or just awareness for an online store? The right formats, product feeds, measurement methods and realistic expectations.
- [How Meta attribution settings change your results](https://www.performetic.com/en/blog/meta-attribution-settings-explained): How the 7-day click, 1-day view and 1-day engage-through windows change reported sales and delivery, and which attribution setting to choose when.
- [AI ad creative for ecommerce: what works, what to watch](https://www.performetic.com/en/blog/ai-generated-ad-creative-ecommerce): Generative AI features in Meta and Google ad tools, safe ecommerce use cases, product accuracy risks, the Merchant Center metadata rule and disclosure requirements.
- [What is Google Consent Mode v2 and how do you set it up?](https://www.performetic.com/en/blog/google-consent-mode-v2-setup): What Google Consent Mode v2 is, the difference between basic and advanced implementations, how it relates to privacy rules and how to set it up on an ecommerce site step by step.
- [How to manage frequency and frequency caps in retargeting](https://www.performetic.com/en/blog/retargeting-ad-frequency-capping-guide): Why retargeting frequency climbs so fast, how to size budget to audience, how to split visitors into time windows and how to control frequency on Meta and Google.
- [How to build a Google Ads negative keyword list](https://www.performetic.com/en/blog/google-ads-negative-keyword-list-guide): How to build a negative keyword list for an ecommerce Google Ads account: how negative match types work, list limits and where to apply them, including Performance Max.
- [Meta custom, lookalike and Advantage+ audiences](https://www.performetic.com/en/blog/meta-custom-lookalike-advantage-plus-audiences): How custom audiences, lookalike audiences and Advantage+ audience differ, which audience ecommerce brands should use for which job, and how to handle exclusions.
- [Brand consistency in ads: how to keep creative on-brand](https://www.performetic.com/en/blog/brand-consistency-in-ad-creative): How to keep a brand recognisable while producing dozens of ad variations: a creative brand kit, fixed versus flexible elements, platform brand settings and a pre-launch checklist.
- [Why don't ad platform sales match GA4?](https://www.performetic.com/en/blog/ad-platform-vs-ga4-sales-discrepancy): Why sales in Meta and Google Ads differ from GA4 and your store admin, which gaps are normal and which signal an error, and how to reconcile the numbers step by step.
- [Local inventory ads for online stores with physical shops](https://www.performetic.com/en/blog/local-inventory-ads-for-retailers-with-stores): What Google local inventory ads and free local listings are, what you need to qualify, how to send store-level stock data and how to set up campaigns that drive store visits.
- [How to set up enhanced conversions in Google Ads](https://www.performetic.com/en/blog/google-ads-enhanced-conversions-setup): What Google Ads enhanced conversions are, how to set them up on an ecommerce site with the Google tag or Google Tag Manager, and how to check they are working.
- [Why did your Meta ads CPM go up, and what to do](https://www.performetic.com/en/blog/why-meta-ads-cpm-increased): How the Meta ad auction works, the main reasons CPM rises, and how to tell when a high CPM is a real problem and when it is not, step by step.