Performance marketing is often equated with click-through rates (CTR) and cost-per-click (CPC). While these metrics have their place, they’re not the ultimate goal. True performance marketing is about delivering outcomes that matter—driving conversions, boosting customer lifetime value (CLV), and building sustainable growth.

This blog explores how marketers can go beyond clicks by focusing on strategies to improve CLV, optimising attribution models, and using remarketing to maximise conversions.

1. Strategies to Improve Customer Lifetime Value (CLV)

Why CLV Matters

Customer lifetime value (CLV) represents the total revenue a business can expect from a customer over their relationship. Prioritising CLV shifts the focus from short-term transactions to long-term loyalty and profitability.

According to Harvard Business Review, increasing customer retention rates by just 5% can increase profits by 25% to 95%. CLV is the metric that helps align marketing efforts with this retention-driven growth.

Tactics to Boost CLV

Personalisation at Every Stage
Use data-driven insights to tailor experiences, offers, and communication to individual customer preferences. For example:
- Recommend products based on browsing and purchase history.
- Send tailored email campaigns with dynamic content.
Invest in Post-Purchase Engagement
Marketing doesn’t stop at the sale. Build loyalty by:
- Offering exclusive rewards or loyalty programs.
- Providing valuable content, such as how-to guides or product tips.
Upselling and Cross-Selling
Introduce complementary or premium products to existing customers. Use AI to predict what additional purchases a customer is likely to make.
Customer Support as Marketing
Exceptional customer service enhances loyalty and retention. Ensure seamless, positive interactions across channels, including chatbots, email, and social media.

2. From Attribution to Action: Advanced Performance Marketing Tactics

Understanding Attribution Models

Attribution is the science of assigning credit to different touchpoints in the customer journey. The goal? To understand what’s working and where to invest. Traditional last-click attribution is no longer sufficient in today’s multi-channel world.

Advanced Attribution Models

Multi-Touch Attribution (MTA):
Assigns value to each touchpoint in the journey, offering a holistic view of what drives conversions.
Data-Driven Attribution (DDA):
Uses machine learning to analyse past performance and assign credit based on actual contribution.
First-Party Data Integration:
With the decline of third-party cookies, integrating first-party data (e.g., CRM, email, and app data) into attribution models is critical.

Moving from Insights to Action

Optimise Budget Allocation
Use attribution insights to identify high-performing channels and allocate resources accordingly. For instance:
- Shift budget from underperforming paid ads to top-converting email campaigns.
Segment Audiences Based on Journey Stage
Deliver tailored messages based on where users are in their journey. Example:
- New visitors: Awareness campaigns.
- Repeat visitors: Incentivised offers to convert.
A/B Testing with Attribution Insights
Continuously test creative, copy, and targeting strategies using attribution data to refine campaigns.

3. The Role of Remarketing in Driving Conversions

Why Remarketing Works

Remarketing targets users who have interacted with your brand but haven’t converted. These audiences are warmer leads, making them more likely to convert with the right nudge.

According to Google, remarketing campaigns can increase conversion rates by 161% compared to standard display campaigns.

Effective Remarketing Strategies

Dynamic Remarketing
Personalise ads with the exact products or services users viewed. This approach increases relevance and boosts click-through rates.
Segmented Remarketing
Tailor your approach based on user behaviour:
- Abandoned carts: Offer discounts or reminders.
- Browsing without purchasing: Showcase popular or related items.
- Past customers: Promote new arrivals or complementary products.
Time-Sensitive Offers
Create urgency with limited-time discounts or promotions, encouraging users to act quickly.
Cross-Channel Remarketing
Reach users wherever they are by combining:
- Display ads.
- Social media retargeting.
- Email reminders.

Measuring Remarketing Success

Track key metrics such as:

Cost-per-Acquisition (CPA): Are you converting at a sustainable cost?
Conversion Rate: Are remarketed audiences converting at a higher rate?
Return on Ad Spend (ROAS): Is the revenue generated justifying your remarketing efforts?

Integrating Strategies for Maximum Impact

The true power of performance marketing lies in integrating these approaches into a cohesive strategy:

Link CLV to Attribution
Use attribution models to identify channels that drive high-CLV customers, not just one-off buyers. Invest in campaigns that prioritise these channels.
Combine Remarketing with Personalisation
Tailor remarketing campaigns to individual preferences and behaviours for maximum effectiveness.
Monitor KPIs Holistically
Move beyond surface-level metrics like CTR and CPC. Focus on advanced KPIs such as:
- CLV: Are your efforts creating long-term value?
- Customer Retention Rate: Are customers staying loyal after their first purchase?
- ROAS: Are you getting a strong return on investment across all campaigns?

The Future of Performance Marketing

Performance marketing is evolving. As third-party cookies phase out and privacy regulations tighten, the focus will shift toward first-party data strategies and AI-driven insights. Marketers who adopt advanced tactics now will be better prepared for the changes ahead.

Key trends to watch:

Predictive Analytics: Using AI to anticipate customer needs and preferences.
Personalisation Engines: Scaling tailored experiences through machine learning.
Omnichannel Integration: Creating seamless experiences across digital and offline channels.

Bringing It All Together

Performance marketing is no longer about driving clicks; it’s about delivering meaningful outcomes that drive business growth. By focusing on customer lifetime value (CLV), leveraging advanced attribution models, and implementing remarketing strategies, marketers can go beyond surface metrics to create lasting impact.

As a CEO, CMO, or marketer, the path forward is clear: invest in data-driven tactics that prioritise long-term value, and you’ll not only meet today’s goals but set the foundation for sustained success.

Citations

Harvard Business Review: “The Value of Keeping the Right Customers”
Google Marketing Insights: “Why Remarketing Works”
McKinsey & Company: “Optimising Marketing with Advanced Attribution”

Musings

Performance Marketing Beyond Clicks: Strategies for CLV and Conversions