What this manual covers
The complete operating playbook we apply on enterprise performance marketing engagements. Written for marketing leaders at Rs 25-300 crore ARR Indian brands managing Rs 1-30 crore monthly paid media spend.
Inside the 72 pages
- Part 1: Channel architecture. Google + Meta + Amazon + TikTok + LinkedIn account topology for multi-brand, multi-region operators.
- Part 2: Measurement stack. Server-side tracking, CAPI, Enhanced Conversions, warehouse-side fact tables, the integration spine.
- Part 3: Attribution discipline. Platform attribution + GA4 + MTA + MMM. How to reconcile them. What the CFO sees.
- Part 4: MMM in 2026. Building it, validating it, using its output. Open-source toolkits + vendor options.
- Part 5: Smart Bidding governance. Target ROAS + Target CPA + Maximize Conversions decision framework. Seasonality + Data Exclusion playbook.
- Part 6: Operating cadence. Daily / weekly / monthly / quarterly review rhythm. Decision rights matrix.
- Part 7: Sale event readiness. Diwali, BBD, Prime Day, BFCM playbooks.
- Part 8: Team + tooling. Hiring patterns + the tooling stack at different scales.
- Appendix. 30 templates: campaign briefs, dashboard layouts, OKR examples, vendor evaluation grids, compliance checklists.
Who this is for
Heads of growth, performance marketing leads, CMOs, and marketing operations leaders at brands managing significant paid media budgets. Practical operating focus, not strategy frameworks.
What we'd emphasise
The biggest performance marketing failure mode in 2026 is not bad tactical execution; it is the missing operating system underneath. The manual front-loads the architecture decisions + back-loads the tactical playbooks because that's the order in which they actually matter.
Related reading
Pairs with our Enterprise MMM reference architecture for the measurement deep-dive and our Enterprise Google Ads governance for the channel-specific pattern.
