ALICE BEDWARD

Performance marketing, end to end.

Web

Budget

8 areas
Efficiency metrics
  • CPL, CPA, CAC by channel
  • ROAS vs blended MER
  • Target thresholds and guardrails
  • LTV:CAC ratio for longer cycles
SaaS metrics
  • ARR / MRR contribution by channel
  • Payback period and CAC recovery
  • Expansion vs new logo spend split
  • Pipeline velocity and conversion rates
Allocation
  • Channel mix (search, social, display)
  • Funnel stage split (TOFU/MOFU/BOFU)
  • Tiered model: core / growth / test
  • Audience segment weighting
Pacing
  • Daily cap vs monthly target
  • Day-of-week & time-of-day patterns
  • Underspend vs overspend signals
  • Platform delivery algorithm behaviour
Forecasting
  • Scenario planning (base / upside / downside)
  • Seasonality indexing
  • Pipeline coverage requirements
  • Confidence intervals on projections
Reallocation triggers
  • Pre-defined performance thresholds
  • Review cadence (weekly/monthly)
  • Avoid reacting to single-week swings
  • Seasonal and external factor triggers
Incrementality
  • Holdout tests by channel
  • True lift vs attributed conversions
  • Geo-based test design
  • Informs upper-funnel investment case
Cohorting
  • Cohort CAC vs cohort LTV over time
  • Retention curves by acquisition channel
  • Revenue cohorts to validate payback
  • Cohort quality signals for budget shifts

Tracking

8 areas
Attribution model
  • Last-click vs data-driven vs linear
  • Platform-native vs MTA models
  • Attribution window decisions
  • Cross-device and cross-channel gaps
Signal engineering
  • Conversions API (CAPI) implementation
  • Server-side event matching & dedup
  • Event Match Quality (EMQ) scoring
  • Hashed first-party signal enrichment
Conversion events
  • Primary vs secondary events
  • Micro conversions as leading indicators
  • Event taxonomy and naming convention
  • Offline conversion imports (OCI)
Pixel & tag health
  • Tag coverage audit by page type
  • Firing rules and deduplication logic
  • QA process and alerting
  • Server-side tagging (GTM SS)
Signal loss & privacy
  • iOS ATT opt-in rates and impact
  • Cookieless measurement strategy
  • Modelled conversions — trust and limits
  • Consent mode v2 implementation
Data hygiene
  • UTM parameter discipline
  • Deduplication across platforms
  • Bot and invalid traffic filtering
  • Consistent naming conventions
MMM & measurement mix
  • Media mix modelling (MMM) basics
  • When MMM vs MTA vs lift tests
  • Triangulation across measurement methods
  • Lightweight MMM tools (Meridian, Robyn)
Reporting cadence
  • Weekly operational vs monthly strategic
  • Stakeholder-specific dashboards
  • Anomaly detection and alerting
  • Source of truth definition

Campaign management

6 areas
Audience strategy
  • Prospecting vs retargeting split
  • Exclusion lists and suppression
  • Lookalike and seed audience quality
  • Audience overlap and frequency
Creative testing
  • One variable at a time (A/B)
  • Creative velocity and refresh rate
  • Winning criteria defined upfront
  • Concept vs format vs copy tests
Optimisation levers
  • Bid strategy selection and tuning
  • Placement and device adjustments
  • Dayparting and scheduling
  • Automated rules and scripts
Funnel alignment
  • TOFU: awareness, reach, CPM focus
  • MOFU: consideration, lead gen
  • BOFU: conversion, ROAS focus
  • Messaging matched to intent stage
Scaling playbook
  • Horizontal: new audiences, creatives
  • Vertical: increase budget on winners
  • Scale incrementally (20–30% steps)
  • Watch for saturation signals
Structure & naming
  • Campaign / ad set / ad hierarchy
  • Naming convention system
  • Separation of objectives by campaign
  • Archive and hygiene discipline

The same discipline, applied natively to mobile.

App

Budget

4 areas
App efficiency metrics
  • CPI, CPR (cost per registration)
  • D7 / D30 ROAS targets
  • ARPU and predicted LTV
  • D1 / D7 / D30 retention benchmarks
UA vs re-engagement split
  • New install budget vs reactivation
  • Push vs paid re-engagement tradeoff
  • Lapsed cohort value assessment
  • Suppression of active users
Cohorting
  • Cohort CAC vs predicted LTV
  • Retention curves by channel and creative
  • Revenue cohorts to validate payback
  • Day-N ROAS progression tracking
Forecasting
  • LTV curve modelling by cohort
  • Install volume vs quality tradeoff
  • Seasonality in app verticals
  • Payback period scenario planning

Tracking

5 areas
MMP setup
  • Adjust / AppsFlyer / Branch selection
  • SDK integration and event mapping
  • Partner network connections
  • Postback configuration and testing
SKAdNetwork & privacy
  • SKAN conversion value schema design
  • ATT prompt timing and strategy
  • Modelled attribution and confidence
  • Android Privacy Sandbox readiness
In-app event taxonomy
  • Event hierarchy: install > register > purchase
  • Optimisation event selection per platform
  • Rich in-app events for algorithm training
  • Deep link attribution and routing
Signal quality
  • Fraud detection and IVT filtering
  • Install validation and deduplication
  • Click-to-install time anomalies
  • Cohort quality by source / sub-publisher
Reporting & BI
  • MMP dashboards vs internal BI
  • Day-N cohort reporting setup
  • Cross-channel deduplication logic
  • Organic vs paid install split

Campaign management

5 areas
UA campaign types
  • Google UAC (App campaigns)
  • Meta Advantage+ App campaigns
  • Apple Search Ads (Search & Discovery)
  • DSP and programmatic app channels
Creative formats
  • Playable ads and end cards
  • Rewarded video benchmarks
  • Store screenshots & preview video
  • Creative fatigue signals in app UA
App store optimisation
  • Keyword ranking and search volume
  • Custom product pages (CPP) A/B testing
  • Ratings & reviews strategy
  • Category ranking and visibility
Audience & retargeting
  • Lapsed user segmentation
  • Deep link routing and attribution
  • Lookalikes from high-LTV seed audiences
  • Exclusion of active and converted users
Scaling & optimisation
  • Bid towards downstream events (not install)
  • Learning phase management
  • Budget scaling without resetting algos
  • Network diversification strategy