Marketing service committed to professional KPIs

Correct understanding of performance marketing

Performance Marketing  is a result-driven form of Digital Marketing. In it, results are measured by  quantitative indicators  based on how customers interact with the content.

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performance marketing

Reasons to choose Performance Marketing

Implement a Performance Marketing campaign to help businesses:

  • Instant access to millions of users
  • Target potential customers with advanced Machine Learning
  • Pay according to the results obtained
  • Start with any budget
  • Effective control of ads to each click
  • Instant growth
  • Unlimited size

How does Performance Marketing work?

Performance Marketing is a marketing activity deployed on smart and reliable platforms such as Google, Meta, Zalo, Tiktok or other Ads Network.

These platforms allow to pay fees according to the efficiency obtained, accurately forecasting how much 1 dollar of cost will get back how much revenue.

This is a safe, high success rate activity, so it is often allocated more than 70% of the marketing budget.

budget performance marketing
kpi key performance indicator

Why is the implementation not effective?

  • Haven’t researched deeply about Industry, Customers, Enterprises and Competitors
  • Inappropriate goal setting
  • Spending has not reached the threshold
  • Do not understand the algorithm of each platform
  • Lack of experienced personnel to deploy and optimize ads continuously
  • No product highlights yet
  • Lack of brand support
  • Not accumulating enough data
Malu understands the problems businesses face thanks to their experience in supporting hundreds of brands. Would you like to receive a free consultation?

Cost associated with results

control the entire campaign, pay according to committed KPIs

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6 popular KPIs


Cost Per Click

The cost to pay for an ad click


Cost Per Impression

Cost per 1000 impressions


Cost Per Sales

Cost to pay for a sales order


Cost Per Lea

Cost of a sales opportunity


Cost Per Install

Cost per app install


Cost Per Acquisition

The cost to be paid when the user completes a specific action

* In which CPA index is most used

Performance Marketing Platforms

most focused and budgeted by brands

new google logo 1441170719116


The world’s largest advertising platform favored by businesses. Some forms of Google Ads:

  • Search ads
  • Display advertising
  • Google shopping ads
  • Youtube video ads
Meta logo small


The world’s largest social media advertising platform. Meta provides advertising:

  • Increase awareness
  • Increase traffic
  • Search for potential customers
  • App advertising
  • Increase sales
logo Tiktok


The fastest growing, trending video social network. Tiktok offers several forms of advertising:

  • In-feed video
  • Brand takeover
  • Top View
  • Hashtag Chanllegen
  • Branded Lenses

Logo Zalo Arc


The most used advertising platform by Vietnamese people. Zalo offers several forms of advertising:

  • Message advertising
  • Advertising Form
  • Video Ads
  • Advertising Zalo OA
  • Advertise Posts
  • Post advertisement


Effective sales through e-commerce platforms Shopee, Tiki, Lazada, ..:

  • Search advertising: Product, Shop
  • Discovery Ads: Similar Products, Today’s Suggestions, You Might Also Like

mobile ads icon in flat design e

Native Ads

Ads that display natively on the ad network, engaging users to explore related topics:

  • In-feed
  • Paid Search
  • Recommended articles
  • Promotion List
  • In ad with native element unit
  • Custom content unit

* And many other platforms that allow the implementation of Performance Marketing campaigns

Ability to allow

that any business wants

Right person, right time

Reach the audience according to the persona of the target customer you want to target.

In addition, allowing advertising delivery at the right time when customers arise shopping needs, looking for solutions. Thereby increasing the chances of conversion.

Flexible change

With Performance Marketing campaigns, you can change everything at once if needed.

This means that any targeting settings, images, message text… can be changed at any time.

Real-time tracking

The system is designed to help monitor detailed campaigns, update changes in real time.

Clear, visualized reporting metrics help you instantly assess campaign performance to make timely decisions.


The platform is designed and provided by a leading trusted company such as: Google, Meta, Tiktok, Zalo, …

The system design is transparent, protecting the interests of advertisers as well as users.

Low cost, high efficiency

Operating costs, paid much lower than traditional Marketing, allowing optimization according to your wishes.

Plus, with smartly designed campaigns, you have an even better chance of reducing costs.

Unlimited expansion

The Performance Marketing platform allows you to scale campaigns with no budget.

This means that, when a campaign is effective, you have the opportunity to maximize the benefits with immediate scaling.

Our team

We are a team of experts with diverse perspectives, in-depth analysis of every issue for strategic goals and creative passion to design the best experience for your brand.


How to implement Performance Marketing?

At Malu, we apply a strict, scientific and collaborative process to ensure the success of the project.


Do thorough research on the business (brand/product…), customers, industry and competitors


Define project goals, deployment strategies across platforms.

Step 3: CREATE

Develop ideas and concepts to implement Performance Marketing.


Detailed Performance Marketing project planning. Concretize goals KPIs into related indicators.


Collaborate with businesses to optimize:
+ Brand identity
+ Product
+ Landing page
+ Omnichannel experience
+ Order processing
+ Customer care process

Step 6: SET UP

Account setup, tracking code, and ad performance measurement settings…


Build content around the customer journey, deployment strategy, and platform responsiveness.


Officially implemented the Performance Marketing campaign as planned.


Track metrics, optimize for each stage, each campaign.

Step 10: REPORT

Detailed report on campaign performance and suggested follow-up solutions.

quy trinh thiet ke logo malu 01


with the Performance Marketing campaign in Malu

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What customers say about Malu Design

4.8 stars from 163 reviews

nguyen van hai

Van Hai Gym

I feel that choosing Malu Design is a very right decision, I myself find it quite difficult, especially with my company’s media publications or brand identity, but when working with Malu Design I am very surprise with the ability to capture ideas, convey messages with high aesthetics in design and creativity. Wish Malu Design team more success!

Nguyen Van Hai

CEO/Vietnam Boxing Champion

Erwin R. Popov

Hanoi Daewoo Hotel

Hanoi Daewoo Hotel is very satisfied with the professional and enthusiastic working style of Malu Design staff.

In particular, Hanoi Daewoo Hotel would like to thank the members of the design team for their efforts in creating a design product that has both value in form and meaning. Wish Malu Design more and more development.

Erwin R. Popov

General Manager

le anh ngoc

At Grupa Restaurant

On behalf of Lagrupa, I would like to sincerely thank Malu Design for accompanying Lagrupa since its inception.

It is very right to choose Malu Design because of its enthusiastic and well-trained staff, I am very satisfied with your company’s service. We hope to work together on future projects.

Le Anh Ngoc



Frequently asked questions

The cost of Performance Marketing services in Malu is calculated based on:

  • Work item cost before launch
  • Management costs in the campaign
  • Fees paid for the platform
  • % Campaign effectiveness

Specific costs will be sent to businesses by Malu after consulting and thoroughly understanding the project.

When building a quote, Malu always considers the following factors:

  • Brand status
  • Products: Types, forms, selling prices, differences…
  • Performance Marketing budget allows
  • % Average Performance Marketing Budget vs Revenue
  • Expected implementation time
  • Industry average cost
  • Platform performance prediction report
  • Actual business data accumulated for 3 years (or 3 months)

If you would like to receive a detailed quote sooner, please call  0988 622 991 or send a brief to .

Specific Performance Marketing implementation strategy will be decided after researching and consulting for each business.

If the business is large and wants to implement it comprehensively, you can implement Performance Marketing based on  the customer journey , running the campaign from the stage:

  • Build brand/product awareness
  • Care, consider
  • Decide to buy
  • Back to buy

At each stage, customers can use different platforms to learn about products or interact with ads.

By deploying along the customer journey, Malu helps businesses maximize efficiency, reducing costs per customer.

However, if your business is smaller and has a limited budget, you can launch campaigns with a smaller scale, shorter duration, and target a more specific audience.

CPC  stands for ” Cost Per Click “, this is the cost per click on the ad.

Previously, any click on an ad would be charged even if it was a fake click, a hacker click.

However, advertising platforms are now smarter to automatically remove invalid clicks and refunds (as Google shared about how they  protect advertisers from fraudulent activity ).

And there are many other advertising techniques that help avoid invalid clicks.

Therefore, the reported clicks in these platforms are very reliable.

But CPC is often used only for reference and to evaluate the immediate effectiveness of the ad. A low CPC does not mean an effective ad campaign and vice versa.

CPM  stands for “ Cost Per 1000 Impression ” – cost per 1000 ad impressions.

Because when evaluating ads, advertisers want to use a unit large enough to be representative, so the number 1000 is used for reporting, a paid setup.


  • Every 1000 impressions brings 100 clicks (CPC is 10%)
  • Every 1000 impressions brings 10 sales opportunities
  • Every 1000 impressions brings 3 orders

CPS  stands for ” Cost Per Sale ” – price per sale.

This metric is calculated when total advertising costs are divided by the number of actual successful sales from the ad.

For sales and service websites that only allow online payments, the CPS index can be easily calculated. But if COD is allowed or the payment process is complicated, it is difficult to calculate accurately.

In addition, each successful order no longer depends on many operational factors (consultation, delivery, care…). As a result, the CPS metric doesn’t accurately measure an ad’s performance.

CPL  stands for “ Cost Per Leads ” – cost per sales opportunity.

This is the price charged when the user clicks on the ad and contacts to make a purchase.

Different businesses define “Opportunities” differently, for example:

  • Customers fill in full information Name, Email, Phone number is an opportunity
  • Customers fill in the information, matching the target customer’s portrait
  • Customers see the ad and call to contact

CPI  stands for “ Cost Per Install ” – cost per install.

This is usually an indicator that application vendors are interested in.

You can install immediately on successful pay-per-install targeting platforms to gradually optimize cost-per-install.

CPA stands for ” Cost Per Acquisitions” .

Conversions here are the conversions defined by businesses and advertisers themselves. CPA is quite similar to CPL but more general.

Commonly used conversions are:

  • Fill out the contact form
  • Consulting message
  • Click to call
  • Fill in your email to download the sale kit
  • Make an appointment
  • Sign up for an account
  • Install apps

Different businesses have different conversion tracking options.

For example, when you hire Malu to run a Performance Marketing campaign to sell a high-end apartment project. You want customers to fill in the contact form (Name, phone number, email) for consultation. Malu will then install an ad targeting this conversion and use it as a performance report.

Or when you want to measure effectiveness by phone calls to the hotline. Malu can also set a call conversion target direction and use this metric for reporting.

Because of such flexibility, in the Performance Marketing service industry, businesses and agencies will often discuss to agree on the type of goal conversion and measure performance based on that.

Currently, almost any advertising platform automatically optimizes performance based on  target conversions .

Accumulating conversions  is when you  group together people who have completed a specific goal  and let the system know that this is your target customer. Based on this group, the system will analyze portraits and behaviors to find similar objects.

The more conversions you accumulate, the more information the system has about your target customers and the more ads you can deliver to that group, gradually resulting in higher ad performance.

You can also  specify how much money such a conversion is worth  for the system to optimize for itself.

Accumulating conversions is also related to budget, the more ads you run > the more conversions you accumulate > the more effective the ads are.

Note: Your target customer profile (who you consider valid conversions) is constantly changing over time, cumulative conversions from last year may not be true this year. Therefore, you need to accumulate more conversions in the short term.

Read more:  Install Google Analytics  properly to accumulate the right conversions.

The advantage of Performance Marketing is that you can start with any budget.

However, with a budget that is too small, only enough to run in the short term, it is difficult to be effective because the “Machine Learning” of the advertising platform has not yet had enough data to optimize ads or the ad frequency is not enough to drive customer behavior.

In addition, to implement an effective campaign, you need at least 3 campaigns:

  • Campaign 1: Reach, filter customers for the first time
  • Campaign 2: Remarketing drives customers to buy
  • Campaign 3: Offer more offers to the group of customers who have interacted with campaign 2 but have not made a purchase.

With 3 such campaigns, you need a reasonable budget to maintain.

Even higher, with the multi-channel Performance Marketing campaign, which aims to optimize ads according to the customer journey, more campaigns are needed, which means more budget.

Note: Spending thresholds are different for each campaign, each product, each business, and from time to time.

Setting goals is the most important part of every Performance Marketing campaign.

When setting goals, Malu uses the SMART method:

  • S – Specific : Specific to indicators
  • M – Measurable : Measurable by the platform’s tool (or other feasible method)
  • A – Attainable : Is feasible
  • R – Relevant : Relevant to reality, based on cumulative data or industry averages…
  • T – Time bound : A reasonable, clear time frame

Based on the SMART method, Malu cooperates with businesses to agree on a reasonable set of goals. Since then, campaign implementation and effectiveness evaluation are based on goals and indicators as a basis.

If when setting goals for a campaign, businesses do not follow a specific goal setting method or do not have data as a basis, which leads to unreasonable goal setting. This is the fastest cause of failure.


However, before deploying Malu will give comprehensive advice on the appropriate method and channel.

Then you can consider choosing the channel you want.

Building a  strong company brand has a lot of benefits, including a  marked improvement in advertising effectiveness .

When the brand is strong, a Performance Marketing campaign can target immediate sales without running an awareness-building campaign.

When the brand is strong, the ad frequency can be reduced > the budget is reduced while the advertising performance remains the same.

And many other benefits. Contact Malu immediately via hotline 0988 622 991 or  for more specific advice.

At the start of the campaign, all content, targeting, audiences, channels, etc. will be unified by Malu with the business and launch settings.

However, that is only the initial setting, there is no real data to evaluate the actual effect. And  the data changes every second , every minute, every time a customer queries, every auction…

Therefore, advertisers must constantly monitor and adjust to bring the campaign to the end goal. This work accounts for a large proportion of the entire campaign.

This is also the reason many businesses look to Malu. . Contact Malu immediately via hotline 0988 622 991 or  for more specific advice.

Native Ads  are native ads, they are usually ad types that are designed and laid out exactly like articles and news on websites participating in the Native Ads network.

Such a design makes the reader feel that this is a natural article, not an advertisement.

As noted by The Channel Report, Native Ads receive  53% more views than traditional ads  and can achieve a click-through rate (CTR) of 0.3% (versus 0.12% for other formats). standard ad format)

Have. Malu will issue a VAT invoice according to the signed contract, which includes all costs including fees payable to the advertising platform.

Malu reports the results of the Performance Marketing campaign in two ways:

  • Real-time reporting: Through the platform’s customized, automated reporting. The data has been processed for easy tracking.
  • Periodic reports: Monthly, quarterly.

In addition, depending on the type of campaign and the requirements of the business, Malu can make a response report.

Connect now with Malu Design


We are always ready to listen and offer the most suitable solution to your problem.

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