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Performance Marketing: Definition, Metrics & Optimization Guide

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In today’s digital-first world, brands no longer want to spend blindly on advertising. They want measurable results. That’s exactly where Performance Marketing comes in — a results-driven approach where advertisers pay only when a specific action is completed, such as a click, lead, sale, or app install.

Unlike traditional brand marketing, performance marketing focuses on data, ROI, and accountability, making it one of the fastest-growing areas of digital marketing.

 What is Performance Marketing?

Performance marketing is a pay-for-results digital marketing strategy. Instead of paying for visibility alone, advertisers pay only when users take measurable actions.
Common actions include:
  • Clicks
  • Leads
  • Sales
  • App Installs
Performance marketing is used across platforms like Google Ads, Meta Ads, Affiliate Networks, and Native Ads.

✅ Key advantage: Every rupee spent can be tracked, measured, and optimized for better returns.

Key Metrics in Performance Marketing

To measure effectiveness, marketers rely on a set of performance metrics:
  • Impressions & Reach → Visibility of your ads
  • CPC (Cost Per Click) → Spend per click
  • CPM (Cost per Mille) → Cost per 1,000 impressions
  • CPV (Cost Per View) → Spend per video view
  • CTR (Click-Through Rate) → % of people who clicked
  • CR (Conversion Rate) → % of people who took the desired action
  • CPA (Cost Per Acquisition) → Cost to acquire one customer
  • CAC (Customer Acquisition Cost) → Total spend per customer
  • CPI (Cost Per Install) → Spend per app install
  • ROAS (Return on Ad Spend) → Revenue per ad spend
  • ROI (Return on Investment) → Profitability after all costs
  • AOV (Average Order Value) → Average value per purchase
  • LTV (Lifetime Value) → Revenue per customer over their lifecycle

These metrics help marketers track performance, allocate budgets smartly, and optimize campaigns for profitability.

ROAS (Return on Ad Spend) 
ROAS shows how efficiently ad spend is turning into revenue.
Formula:
👉 This means for every ₹1 spent, you earn ₹5.
ROAS < 1 → You’re losing money
ROAS = 1 → Break-even

ROAS > 1 → Profitable

 

How to improve ROAS:

Improve conversion rate (better landing pages, optimized funnel)
Use precise audience targeting
Reduce CPC through ad testing

Retarget potential customers

ROI (Return on Investment)

While ROAS focuses only on ad spend, ROI gives the bigger picture by including all marketing costs.
Formula:

👉 A 300% ROI means you earned 3x your total investment.

ROI vs ROAS: The Key Difference

 

Goals of Performance Marketing
The ultimate aim of performance marketing is to generate measurable results:
  • Drive website traffic
  • Generate qualified leads
  • Boost online sales
  • Retarget potential customers
  • Increase app downloads
How to Optimize Performance Marketing

Optimization is what makes performance marketing powerful. Here’s how marketers fine-tune their campaigns:

1. Audience Optimization
  • Use lookalike audiences
  • Refine targeting by behavior & interests
  • Retarget website visitors & cart abandoners
2. Landing Page Optimization
  • Ensure fast loading speed
  • Design mobile-first layouts
  • Add clear and prominent CTAs
  • Run A/B tests on different versions
3. Budget & Bidding Strategy
  • Start with auto-bidding to learn
  • Set CPA or ROAS targets
  • Allocate more budget to high-performing campaigns
4. Funnel & Tracking Optimization
  • Track micro-conversions (add-to-cart, sign-ups, video views)
  • Use remarketing & email nurturing to recover drop-offs
  • Install tracking pixels for accuracy
  • Monitor with GA4, UTM tags, and CRM tools
Performance marketing isn’t about spending more — it’s about spending smarter. By focusing on ROI and ROAS, brands can measure every rupee, optimize campaigns, and scale only what works.
With the right mix of targeting, creatives, landing pages, and bidding strategies, businesses can maximize their growth, profitability, and long-term customer value.
How to Add or Remove Admins in Shopify

Steps to Add or Remove Admins from a Shopify Store

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Managing access to your Shopify store is essential for maintaining security and productivity, especially when working with a team. Whether you’re bringing in a new team member, hiring a developer, or removing someone who no longer needs access, it’s important to understand how to properly manage admin and staff permissions.

In this updated 2025 guide, we’ll walk you through the step-by-step process to add or remove admins and staff accounts in Shopify.

What Is an Admin in Shopify?

An admin is a staff member with access to manage most or all features in your Shopify store. The store owner has full control, including the ability to manage users, update billing, and transfer ownership.

Shopify allows store owners to create staff accounts with custom permissions, giving different levels of access based on each team member’s responsibilities.

How to Add an Admin or Staff Account in Shopify (2025)

 

Step 1: Log in to Your Shopify Admin

Go to shopify.com, log in, and access your store’s admin dashboard.

Step 2: Navigate to Settings > Users and Permissions

In the bottom-left corner of your dashboard, click Settings, then select Users and Permissions.

Step 3: Click “Add Staff”

On the Users and Permissions page, click the Add staff button at the top-right.

Step 4: Enter Staff Details and Permissions

Add the staff member’s name and email address.
Select the appropriate permissions. You can grant full admin access or limit access to specific areas such as orders, products, or marketing tools.

Step 5: Send the Invitation

Click Send invite. The staff member will receive an email to accept the invitation and set up their login credentials.

How to Remove an Admin or Staff Member in Shopify (2025)

Step 1: Go to Settings > Users and Permissions

From your admin panel, return to Settings and click on Users and Permissions.

Step 2: Select the Staff Member to Remove

Click on the name of the staff member or admin you wish to remove.

Step 3: Click “Remove Staff”

Scroll down and click Remove staff, then confirm. The user will immediately lose access to your store.

Important: Only the store owner can remove admins or transfer ownership. You cannot remove yourself unless ownership is transferred first.

Shopify Staff Account Limits by Plan (2025)

Different Shopify plans allow different numbers of staff accounts:

  • Basic Shopify – 2 staff accounts

  • Shopify Plan – 5 staff accounts

  • Advanced Shopify – 15 staff accounts

  • Shopify Plus – Unlimited staff accounts

If you need additional users, you may need to upgrade your subscription plan.

Using Collaborator Accounts for Partners and Agencies

If you work with external developers or marketers, Shopify allows them to request collaborator access without using one of your staff account slots.
You can approve or deny these requests from your Users and Permissions section.

Meta Business Verification for Whatsapp API

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Meta Business Verification for Whatsapp API

 

Business Manager Verification Process

1. Fill up basic business details in “Business Info”

    Steps:-Go Meta Businesss Sute  → Setting → Business Manager → Business Info  → In the My info section, Click Edit  → Click Save

 

2. Access Business Manager Security Center

To start the verification process go to Security Center and click Start Verification in the Business verification section

  • Click on Get Started
  • Enter your business information, then click Next.
  • If your business is listed, then verify details and enter confirmation code.
  • If your business isn’t listed, choose None of these matches or the correct option from the list.
  • Verify your business information and submit the Business documents.
  • Post submitting the Business documents, specify how you would want to receive a verification code on your business phone number- by text, phone, or email.
  • Enter the code and Click Submit.

 

After you upload the documents, Meta will review them as quickly as they can. This may take several days. You can check the current status of your verification by going to your Security Center.

When your business is verified you will be notified and you will also see the verified status in your account

Accepted document types:-

The primary document types that are acceptable for business verification are as follows. Make sure that these documents are not expired and are issued by the relevant authorities.

  • Certificate/Articles of incorporation
  • Business registration or licence document
    1. Government-issued business tax document: This could include a tax certificate. Self-filed tax documents are not accepted.
  • Business bank statement
  1. Utility bill: A utility bill is only accepted for Business address and Phone number. The legal business name must be on the utility bill. A utility bill is not an acceptable document for legal business name verification
steps to give linkedin business page access to others

Steps to give LinkedIn business page access to others

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How to give LinkedIn business page access to others. Here are the steps:

  • Log in to your LinkedIn account and navigate to your company page.
  • Click on the “Admin” tab located in the top right corner of your company page.
  • Select “Manage Team Members” from the dropdown menu.
  • Click on the “Add Team Member” button.
  • Enter the email address of the person you want to give access to.
  • Choose the appropriate role for the team member.
    Options may include:
    Administrator: Can manage all aspects of the company page.
    Content Manager: Can create and publish content.
    Social Media Manager: Can manage social media integrations.
    Page Insights Viewer: Can view page analytics.
    Custom Role: You can create a custom role with specific permissions.
  • Click “Invite” to send an invitation to the person.
  • The invited person will need to accept the invitation before they have access to your company page.

Steps to add Admin to a Facebook business page 2024

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Steps to add Admin to a Facebook business page

 

Using a computer:

  • Log in to your Facebook account.
  • Go to your Facebook page. You can find it in your list of pages or by searching for its name.
  • Click on “Settings” in the top menu.
  • Select “Page Roles” from the left-hand menu.
  • Under “Assign a New Page Role,” enter the name or email address of the Facebook profile you want to add as an admin.
  • Choose “Admin” from the dropdown menu next to their name.
  • Click “Add” to send the invitation.
  • The person you invited will receive a notification to accept the admin role.\

 

Using the Facebook app:

  • Open the Facebook app on your phone.
  • Select the menu button (three horizontal lines) at the bottom right corner.
  • Select the page you want to add an admin to.
  • Tap the menu button again at the bottom right corner.
  • Scroll down and select “Professional dashboard.”
  • Under “Tools,” select “Page Access.”
  • Next to “People with Facebook access,” select “Add New.”
  • Search for the person you want to add as an admin and select them.
  • Once you select the person, scroll down and toggle on “Allow this person to also have full control.”
  • Confirm by selecting “Give Access.”
  • Enter your Facebook password and select “Confirm.”