The WARC Guide

Our quarterly report series covering marketing’s most pressing issues.

View all Guides

The WARC Guide to performance marketing

The full deep-dive deck is exclusively available to WARC subscribers only.

This WARC Guide provides a summary of new thinking and best practice on performance marketing, addressing:

  • Shifts in the performance landscape
  • Reaching the full funnel
  • Making sense of measurement
  • Optimising for success

Read the full introduction

Contributing articles

The undeniable value of integration

Author Kamran Asghar
Company Crossmedia

No more retail media island

Author Jared Belsky
Company Acadia

How to build a gold-star website that boosts shopper confidence

Authors Tamara Bos and Jonny Protheroe
Company Google

How to safeguard your performance marketing strategy from potential injuries

Authors Magdalena Cunnington and Gabriel Matwiejczyk
Company Meta

Making sustainable digital advertising a reality

Author Vicky Foster
Company Adform

The value of experimentation

Authors Carl Johan Johansson Alm, Peter Simpson, Harry Davison, Kasper Moll and Olivia Benetreau
Company Meta, Pandora and iProspect

The tech giant that cried wolf and the role of MMM

Authors Grace Kite and Charles Cleasby
Company magic numbers and magic works

Make or break: Why measurement is the key for the modern e-commerce brand

Authors Snezhina Kashukeeva
Company Fospha

Advancing marketing mix modeling in China's luxury beauty market

Authors Olivier Kuziner, William Ferrell and Jean Wu
Company Ekimetrics

Four performance marketing strategies for high-value products and services

Author Prassath Leelakrishnan
Company Ethos

Retail media is the perfect intersection of branding and performance

Author Andrew Lipsman
Company Media, Ads + Commerce

Advertising Myopia: How a one-eyed view of measurement is failing an industry

Author Steve Lockwood
Company TikTok

Beyond performance marketing: Strategies to maximise performance across the funnel

Authors Gabriella Munro, Inessa Ishunkina, Konstanze Fichtner and Harry Davison
Company Meta

WARC Guide podcast

A podcast episode with WARC's Catherine Driscoll and Lena Roland, covering key themes from the WARC Guide to performance marketing, will be available from Thursday 18th April.