Key Responsibilities
- Set up, launch, and optimize paid media campaigns (Meta Ads, Google Ads, TikTok Ads) focusing on conversion and lead generation.
- Perform daily data analysis to identify bottlenecks in the sales funnel and propose optimizations to maximize ROAS.
- Configure and audit tracking pixels and tags via Google Tag Manager and GA4 to ensure conversion data integrity.
- Build and maintain interactive dashboards in Looker Studio to present clear performance results to clients and stakeholders.
- Plan and execute A/B tests on creatives, copies, and landing pages to increase the overall conversion rate (CRO).
Requirements & Skills
Day in the Life
A Performance Analyst's daily routine begins with a quick morning check of metrics and budgets across active ad platforms, ensuring no budget anomalies occurred overnight. Afterwards, they join alignment syncs with the creative team to request new image and video assets based on recent conversion trends. The afternoon is dedicated to deep analytical tasks: building performance reports, configuring tracking tags in GTM, setting up audience split tests, and manually optimizing bids. The day wraps up with planning the next wave of growth experiments and running a final check to confirm that all live campaigns are operating within target ROAS goals.
Career Path
Top Tools
Frequently Asked Questions
What is the difference between a Performance Analyst and a Traffic Manager?
While the terms often overlap, a Traffic Manager focuses mainly on purchasing media and running campaigns. A Performance Analyst has a broader, more strategic role, taking responsibility for mapping the entire conversion funnel, integrating advanced tracking tools (GA4/GTM), suggesting landing page optimizations (CRO), and delivering in-depth business analysis.
Do I need to know programming or SQL to work in this field?
It is not mandatory for junior roles, but it serves as a huge competitive advantage. Basic knowledge of HTML and JavaScript helps troubleshoot tag issues in GTM, while SQL skills allow senior analysts to extract complex data directly from databases to analyze the true LTV and CAC of the business.