Performance marketing roles are screened on platform names, metric acronyms, and attribution tooling — not just "digital marketing experience." Here is every keyword you need to pass ATS screening.
Analyze My Performance Marketing Resume (Free) →The platform rebranded — job postings use both. ATS treats them as different strings. A resume with only one variant misses half the filters.
"Return on ad spend" does not match a recruiter searching for "ROAS." Metric acronyms are literal keyword filters — spell them out and abbreviate.
"Used analytics tools" matches nothing. "Northbeam," "Triple Whale," "GA4," "incrementality testing" each match separately.
"Meta Ads (Facebook, Instagram)" in your skills section captures all ATS variants in one line.
"blended ROAS" and "MER (marketing efficiency ratio)" together capture both search variants in Greenhouse and Workday.
Northbeam, Triple Whale, Google Analytics 4 (GA4), Google Tag Manager — each is a discrete keyword match in ATS filters.
These are the most commonly scanned keywords in performance marketing and paid media job postings. Check how many appear in your resume.
✓ This is for you if…
✗ This is NOT for you if…
Why a general AI assistant can't do what ZoeVera does
Real examples of how keyword gaps cost candidates interviews
Managed Google Ads campaigns and improved performance for the business
Managed $280k/month Google Ads spend across Search and Performance Max campaigns; Smart Bidding optimisation lifted ROAS from 2.1× to 4.6× in 90 days while holding target CPA at $38 across 3 product lines
Ran Facebook and Instagram ads for the brand and grew sales
Scaled Meta Ads budget from $40k to $190k/month across Advantage+ Shopping and prospecting campaigns; creative testing framework (12 variants/month) identified UGC winner reducing CPL 44% — blended ROAS held at 3.8× through Q4 iOS signal loss period
Used data and analytics to improve marketing results across channels
Built multi-touch attribution model (Google Analytics 4 + Northbeam) across 6 paid channels; incrementality testing revealed Meta over-reported conversions by 28% — $60k/month reallocation to Google Search improved true MER from 3.1× to 4.7×
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ATS treats them as different strings. Older postings use "Facebook Ads," newer ones use "Meta Ads." List both in your skills section and you capture every variant.
Recruiters filter for ROAS, CPA, CPL, CTR, CVR, MER, CAC as exact strings. A resume that spells them out ("return on ad spend") without the acronym misses the filter.
"Attribution tool" matches nothing. "Northbeam," "Triple Whale," "GA4," or "Google Analytics 4" each match separately in Workday and Greenhouse filters.
If the JD says "Performance Max" and your resume says "PMax," you may miss the match. For each application, check the exact platform terminology used.
"Managed $280k/month Google Ads spend" + "lifted ROAS from 2.1× to 4.6×" shows both scale and impact — the two dimensions every performance hiring manager looks for.
ATS systems score these as different keyword categories. A single "Paid Media" line scores worse than separate "Paid Search: Google Ads, PPC" and "Paid Social: Meta Ads, TikTok Ads" entries.
Performance marketing is one of the most metric-dense disciplines in hiring — and ATS systems at Greenhouse, Workday, and Lever are tuned to match on platform names, attribution tools, and metric acronyms. An AI resume tool can scan your resume against a specific job posting in seconds, identifying which channel keywords, performance metrics, and analytics platforms are missing.
See your percentage match against any performance marketer job description — so you know which platform names, metric acronyms, and attribution keywords are absent before you apply.
Find the exact paid channel platforms, analytics tools, and performance metrics the JD requires that your resume doesn't mention — including variants you might not think to include.
Get your bullet points rewritten with missing keywords naturally integrated — ROAS figures, platform names, attribution tools, and A/B testing vocabulary added in context.
Performance marketing tooling evolves fast — Advantage+ campaigns, Performance Max, and MER-based reporting all became standard vocabulary within the past 18 months. Tailor each application to the specific platforms and metrics listed in the JD; a resume optimized for a Google-heavy role may score poorly against a Meta-heavy one.
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The most critical keyword categories are: paid search (Google Ads, Microsoft Advertising, PPC, Smart Bidding, Performance Max), paid social (Meta Ads, Facebook Ads, TikTok Ads, LinkedIn Ads, Advantage+), performance metrics (ROAS, CPA, CPL, CAC, CTR, CVR, MER, blended ROAS), attribution (Google Analytics 4, GA4, multi-touch attribution, incrementality testing, Northbeam, Triple Whale), CRO (A/B testing, landing page optimization, Optimizely), and programmatic (DV360, The Trade Desk, DSP, retargeting). Always include both "Meta Ads" and "Facebook Ads" — ATS treats them as different strings.
Both — ATS systems perform literal string matching and "Facebook Ads" and "Meta Ads" are different strings. Older job postings still use "Facebook Ads" while newer JDs use "Meta Ads." Include both in your skills section to capture all variants. List each platform separately alongside the parent brand.
Include metric acronyms in your bullet points with context and numbers: "lifted ROAS from 2.1× to 4.6×" or "reduced CPA by 38% to $42." ATS systems scan for ROAS, CPA, CPL, CTR, CVR, MER, CAC as literal keywords — they appear in job descriptions because recruiters search for candidates who use the same language.
Performance marketer resumes are distinguished by their emphasis on paid channel ownership, attribution, and measurable ROI. ATS systems for performance roles specifically filter for: platform names (Google Ads, Meta Ads, TikTok Ads), attribution tools (Northbeam, Triple Whale, GA4), testing vocabulary (A/B testing, incrementality, creative testing), and metric acronyms (ROAS, CPA, MER). A general digital marketing resume lacking these terms will fail performance-specific ATS filters.
Enterprise and mid-market companies use Workday, Greenhouse, or Lever for marketing hires. Agencies frequently use Greenhouse or Ashby. E-commerce brands often use Rippling or Gusto. All of these parse resumes by keyword matching — mirror the exact platform names and metric acronyms from each specific job posting.
SEO, HubSpot, GA4, demand generation, MQL, and integrated campaign keywords
Meta Ads, TikTok, engagement metrics, and analytics keywords
SQL, Python, Power BI, Tableau, and analytics keywords
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