Performance Marketing Analyst

PERFORMANCE MARKETING ANALYST

(Google Ads Meta TikTok Mobile App Ads Affiliate Marketing)

Role Summary

We are looking for a highly analytical and detail-oriented Performance Marketing Analyst to support, analyze, and optimize paid marketing performance across Google Ads, Meta (Facebook/Instagram), TikTok Ads, mobile app advertising channels, and affiliate marketing networks .

This role is responsible for tracking accuracy, attribution, performance analysis, reporting, and insight generation across web and app funnels. The analyst acts as a critical bridge between performance execution teams and growth leadership , ensuring every decision is backed by accurate data and measurable impact.

Key Responsibilities

1. Data Tracking, Measurement & Attribution (Web + App)

• Ensure 100% accurate tracking across web and mobile app funnels.
• Set up, validate, and audit:
• GA4, Google Tag Manager, server-side tracking
• TikTok Pixel & Events API
• Mobile attribution tools (AppsFlyer, Adjust, Firebase, Branch, etc.)
• Affiliate tracking links, postbacks, and conversions
• Maintain consistency between ad platforms, analytics tools, and attribution systems.
• Resolve tracking discrepancies within defined SLAs.

2. Cross-Channel Performance Analysis

• Monitor and analyze daily performance across:
• Google Ads & YouTube
• Meta Ads
• TikTok Ads (short-form & UGC-driven campaigns)
• Mobile app install & in-app event campaigns
• Affiliate networks and partners
• Track KPIs such as CTR, CPC, CPI, CPA, ROAS, LTV, retention, cohort performance, and funnel drop-offs .
• Identify underperforming campaigns and flag issues proactively.

3. Optimization Insights & Growth Recommendations

• Deliver data-backed optimization insights on:
• Budget allocation
• Audience performance & cohorts
• Creative fatigue (especially TikTok & UGC formats)
• App install vs in-app event efficiency
• Affiliate partner quality & fraud signals
• Track implementation and performance impact of recommendations.
• Support scaling decisions with trend and cohort analysis.

4. Mobile App Ads & Funnel Analytics

• Analyze app install (CPI), activation, retention, and LTV by channel.
• Evaluate SKAN / privacy-led attribution performance (where applicable).
• Identify funnel leaks between install onboarding conversion.
• Support UA teams with insights for app growth and monetization.

5. Affiliate Marketing Analytics & Partner Performance

• Track affiliate performance by:
• Partner
• Traffic source
• Conversion quality
• Fraud risk indicators
• Monitor postback accuracy, attribution overlap, and deduplication issues .
• Identify top-performing affiliates and low-quality traffic.
• Share insights to improve partner selection, payouts, and scaling.

6. Attribution Modeling & Funnel Intelligence

• Support multi-touch attribution models across web, app, and affiliate channels.
• Analyze channel contribution across full-funnel journeys.
• Assist in resolving attribution conflicts (paid vs affiliate vs organic).
• Provide insights on assisted conversions and incremental lift.

7. Reporting, Dashboards & Insights

• Build and maintain cross-channel dashboards covering web, app, TikTok, and affiliates.
• Deliver weekly and monthly performance reports with clear business insights.
• Ensure reports are accurate, timely, and decision-oriented.
• Translate complex data into clear narratives for stakeholders.

8. Budget Monitoring & Spend Efficiency

• Track daily spend and pacing across platforms.
• Identify anomalies, overspend, or inefficiencies early.
• Support budget forecasting and ROI projections.
• Help reduce wasted spend through data-led interventions.

9. A/B Testing & Experimentation Analysis

• Track and analyze tests across:
• Creatives (especially TikTok video formats)
• Landing pages & app onboarding flows
• Affiliate traffic segments
• Validate statistical significance and document outcomes.
• Maintain centralized experiment logs and insights repository.

10. Competitor & Market Intelligence

• Monitor competitor activity across:
• TikTok creative trends
• App store acquisition strategies
• Affiliate offers and payout structures
• Analyze auction insights, share-of-voice, and market benchmarks.
• Share competitive insights with performance and strategy teams.

11. Automation, Tools & Process Improvement

• Automate reporting and anomaly detection where possible.
• Reduce manual analysis and reporting workload.
• Contribute to analytics SOPs, templates, and dashboards.
• Support adoption of new analytics and attribution tools.

Required Skills

Technical & Analytical Skills

• Strong understanding of performance marketing metrics across web & app
• Hands-on experience with:
• GA4, GTM, Looker Studio
• TikTok Ads Manager
• Mobile attribution tools (AppsFlyer, Adjust, Firebase, Branch)
• Affiliate tracking platforms & postback logic
• Advanced Excel / Google Sheets skills
• Strong statistical and analytical thinking

Soft Skills

• Ability to convert data into clear, actionable insights
• Strong attention to detail and ownership mindset
• Clear communication with marketers, UA teams, and leadership
• Structured problem-solving approach

Experience & Qualifications

• 25 years experience in performance marketing analytics or growth analytics
• Proven exposure to TikTok Ads, mobile app marketing, or affiliate analytics
• Experience in mass tort lead generation, eCommerce, SaaS, or app-driven businesses preferred
• Certifications in Google Analytics, App Analytics, or Paid Media are a plus