Performance Marketing: Google PMax, Meta Advantage+, Tracking and Profitable Growth (B07)
Learn how a business should invest its acquisition budget, verify the results and protect its profit. Over 10 weeks you work on one Surat D2C case, Surat Loom & Lifestyle, from unit economics and channel mix through Google Performance Max, Meta Advantage+, GA4 and GTM tracking, attribution, landing page tests, programmatic and affiliate review, to incrementality and a client-ready 90-day plan. All practice uses supplied synthetic datasets, so no ad spend or paid ad accounts are needed. No results, jobs or income are promised.
- Duration: 10 weeks
- Modules: 20
- Fee: Rs 14,999
- Field: Digital Marketing
Roles this track prepares you for
- Performance Marketing Executive
- Junior Performance Marketing Executive
- Paid Acquisition Analyst
- Performance Marketing Associate
- Junior Growth Analyst
- Digital Campaign Analyst
- Paid Media Reporting Executive
- E-Commerce Performance Executive
- Marketing Analytics Associate
- Google Ads Executive
Curriculum
- Performance Marketing Foundations and Unit Economics - Meet Surat Loom & Lifestyle and learn how paid acquisition fits the business: channels, funnel stages, KPIs, and what one order really earns after discounts, returns and delivery. Ends with the first client task.
- The performance marketing ecosystem and the Surat Loom case
- KPIs, demand capture and demand generation
- The acquisition funnel, contribution margin and break-even ROAS
- Workshop T01: Funnel and unit economics sheet
- Channel Mix, Budget Guardrails and Assignment 1 - Compare Google, Meta and affiliate results, give each channel a funnel role, set a budget with guardrails and KPIs, then combine T01 and T02 into the Week 1 strategy kit (W01).
- Channel roles, budget logic and guardrails
- Workshop T02: Cross-channel budget and KPI plan
- Assignment W01 brief: Acquisition strategy and unit economics kit
- Assignment W01 workshop: Assemble and submit the kit
- Google Performance Max: Architecture and Campaign Plan - Understand how Performance Max automates across Google inventory, what audience signals, search themes and final URL expansion really control, and how to structure asset groups for a D2C catalogue. Ends with a campaign configuration pack.
- How Performance Max works across Google inventory
- Audience signals, search themes and URL expansion: what they control
- Asset groups, bidding and budget for a D2C catalogue
- Workshop T03: Performance Max campaign configuration pack
- Merchant Center Feed Quality, PMax Diagnostics and Assignment 2 - Audit a product feed for missing IDs, price and availability mismatches and disapprovals, read asset-group and channel reports with care, then bring T03 and T04 together as the W02 campaign and feed kit.
- Merchant Center feed quality and common error types
- Workshop T04: Product feed and Performance Max audit
- Assignment W02 brief: Performance Max and product feed kit
- Assignment W02 workshop: Budget logic, reporting plan and launch QA
- Meta Advantage+ Sales and Leads Campaigns - Learn how Advantage+ sales and leads campaigns automate audience, budget, placement and creative, which settings you still control, and what event quality and attribution limits mean. Ends with a sales campaign pack.
- Advantage+ sales and leads campaigns explained
- Conversion goals, event quality and attribution settings
- Creative variations, automation and the controls you keep
- Workshop T05: Meta Advantage+ sales campaign pack
- Meta Creative Diagnostics, Lead Quality and Assignment 3 - Compare creative variants with the right KPIs, separate cheap leads from qualified leads using Surat SkillBridge Academy records, plan a fair creative test, then merge T05 and T06 into the W03 client plan.
- Creative diagnostics and lead quality metrics
- Workshop T06: Creative performance and lead quality report
- Assignment W03 brief: Advantage+ and creative quality kit
- Assignment W03 workshop: Client plan with creative testing
- GA4 and GTM: The E-Commerce Measurement Plan - Follow a purchase from click to report: GA4 events and key events, Google Ads conversions, GTM tags and the data layer, and consent-aware design. Ends with a measurement blueprint for the D2C website.
- GA4 events, key events and Google Ads conversions
- GTM tags, triggers, the data layer and debugging
- Designing the e-commerce event map with consent in mind
- Workshop T07: GA4 and GTM measurement blueprint
- Conversion Diagnostics, Data Quality and Assignment 4 - Understand Meta Pixel, Conversions API and enhanced conversions, then investigate duplicate, missing and mismatched events against the order ledger. Combine T07 and T08 into the W04 tracking QA kit.
- Meta Pixel, Conversions API and enhanced conversions
- Workshop T08: Duplicate, missing and misattributed events
- Assignment W04 brief: Conversion measurement and tracking QA kit
- Assignment W04 workshop: Taxonomy, tag plan and correction priorities
- Attribution Models and Customer Journeys - Learn what attribution reports measure, why Google, Meta and GA4 disagree, and how windows, click and view credit and cross-device gaps shape the numbers. Compare credit across 80 journeys with an explicit classroom model.
- Attribution concepts and why platform reports differ
- Attribution windows, view-through and duplicate credit
- Reading customer paths with a last-touch classroom model
- Workshop T09: Cross-channel attribution comparison
- Unified Dashboard, Budget Allocation and Assignment 5 - Reconcile Google, Meta and affiliate reports to the unique order ledger, calculate channel KPIs and contribution, spot overspend and recommend budget shifts. Combine T09 and T10 into the W05 reporting kit.
- Reconciling platform reports to unique orders
- Workshop T10: Unified performance dashboard and budget advice
- Assignment W05 brief: Attribution, reporting and allocation kit
- Assignment W05 workshop: Double-counting explanation and budget case
- Landing Page CRO Fundamentals and Audit - Learn to read a landing page the way a buyer does: message match, offer, trust, mobile layout, forms and checkout friction. Use funnel and abandonment data to prioritise issues and draft an improved variant.
- CRO fundamentals: intent, message match and offer clarity
- Behavioural evidence, recording ethics and CRO hypotheses
- A step-by-step landing page friction audit
- Workshop T11: Landing page CRO audit and improved variant
- A/B Testing, Interpretation and Assignment 6 - Calculate conversion rates and differences, check sample ratio, understand uncertainty and confounders, and decide whether to continue, stop or retest. Combine T11 and T12 into the W06 CRO kit.
- A/B test design, metrics and sample ratio checks
- Workshop T12: A/B test calculation and recommendation
- Assignment W06 brief: Landing page CRO and experimentation kit
- Assignment W06 workshop: Audit, test result and priorities
- Programmatic Advertising Fundamentals and Media Plan - Understand how advertisers, DSPs, SSPs, exchanges and publishers connect through real-time bidding, which buying methods suit which goals, and how to plan a budget, frequency cap and brand safety rules in a classroom simulation.
- The programmatic ecosystem and real-time bidding
- Buying methods, inventory types and brand safety
- Budget, CPM and frequency cap planning
- Workshop T13: Programmatic media buying plan
- Programmatic Quality, Invalid Traffic and Assignment 7 - Calculate viewability on the measurable base, read invalid traffic and brand suitability flags, compare placement efficiency and recommend exclusions. Combine T13 and T14 into the W07 media planning and quality kit.
- Viewability, invalid traffic and placement quality
- Workshop T14: Inventory quality and brand safety audit
- Assignment W07 brief: Programmatic planning and quality kit
- Assignment W07 workshop: Media plan, quality review and optimisation
- Affiliate Marketing: Program and Commission Design - Learn how advertisers, publishers and networks work together, how commission models and validation periods affect cost, and how to write a program policy with disclosure rules that keeps margins safe.
- The affiliate ecosystem and commission models
- Click tracking, attribution windows and order validation
- Commission policy, returns and program economics
- Workshop T15: Affiliate program and commission policy
- Affiliate Audit, Fraud Review and Assignment 8 - Match referral clicks to orders, calculate approved and pending payouts after reversals, and flag suspicious attribution with evidence, recommending human investigation where proof is incomplete. Combine T15 and T16 into the W08 kit.
- Fraud indicators, coupon cases and fair investigation
- Workshop T16: Affiliate conversions, reversals and partner quality
- Assignment W08 brief: Affiliate partner and commission kit
- Assignment W08 workshop: Program proposal, payout and checks
- Diagnosing and Optimising a Cross-Channel Portfolio - Diagnose budget pacing, creative fatigue, feed and landing page problems, conversion lag and tracking errors across 90 days of multi-channel data, separating measurement issues from real performance issues.
- Advanced performance diagnosis: pacing, fatigue and lag
- Telling measurement problems from real performance problems
- Portfolio triage, channel actions and success criteria
- Workshop T17: Multi-channel optimisation report
- Incrementality, Scaling and Assignment 9 - Separate attributed results from incremental impact using treatment and control data, estimate incremental orders and contribution under stated assumptions, and decide whether to scale, hold or investigate. Combine T17 and T18 into the W09 kit.
- Incrementality, lift and cautious customer lifetime value
- Workshop T18: Incrementality and scaling decision memo
- Assignment W09 brief: Optimisation and incrementality kit
- Assignment W09 workshop: Priorities, financials and risk register
- Ninety-Day Strategy, Client Reporting and Retainer Proposal - Combine Weeks 1 to 9 into a 90-day acquisition strategy, then turn the evidence into a client report, service scope and retainer quotation that keeps management fee, ad spend and other costs apart.
- Architecture of a 90-day acquisition plan
- Workshop T19: Ninety-day customer acquisition strategy
- Client reports, service packages and retainer design
- Workshop T20: Client report and retainer proposal
- Capstone: Integrated Acquisition and Profitability Strategy - Consolidate your Week 1 to 9 work into one client-ready package for Surat Loom & Lifestyle: reconcile data, validate calculations, check compliance and profitability, and present your portfolio. Includes the W10 handover kit.
- Capstone consolidation: reconcile data and validate calculations
- Capstone QA: compliance, measurement and profitability scenarios
- Portfolio presentation, resume points and interview practice
- Assignment W10: Professional campaign and handover kit
Frequently asked questions
How long is the Performance Marketing: Google PMax, Meta Advantage+, Tracking and Profitable Growth (B07) course?
It runs for 10 weeks, with 20 modules. It is self-paced online learning from EasySkill Career Academy, Surat.
How much does the Performance Marketing: Google PMax, Meta Advantage+, Tracking and Profitable Growth (B07) course cost?
The fee is Rs 14,999.
What will I build in Performance Marketing: Google PMax, Meta Advantage+, Tracking and Profitable Growth (B07)?
Every module ends in a graded practical task that AI checks in about 30 seconds, so you finish with a portfolio you can show to employers or clients.
Which roles does Performance Marketing: Google PMax, Meta Advantage+, Tracking and Profitable Growth (B07) prepare me for?
It prepares you to apply for roles such as Performance Marketing Executive, Junior Performance Marketing Executive, Paid Acquisition Analyst, Performance Marketing Associate, Junior Growth Analyst. It does not guarantee a job or income.
Can I learn online, or do I have to visit a centre?
You can learn fully online. EasySkill also has centres in Adajan, Vesu and Bhestan, Surat, if you prefer to visit.
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