Pricing is performance. So why isn’t it treated that way?
Why pricing should be treated as a core part of performance strategy.
We recently contributed to Performance Marketing World with a byline by Philip Carls, pricing specialist and board member at Priceagent. It highlights a gap we see all too often:
Performance marketing is obsessed with targeting and optimization, but pricing is still treated like a backend decision.
In the article, Philip argues that pricing is the most overlooked lever in performance marketing, despite being one of the most powerful. And he lays out a case for why it’s time that changed.
Here are three key ideas from the piece:
- Pricing shapes outcomes. Whether it’s 33% off or 3-for-2, pricing directly impacts conversion, margin, and media efficiency. But too often it’s handled by habit — not data.
- Most data is backward-looking. POS and competitor tracking can’t show how demand would change at different price points. That means missed margins, misaligned offers, and underleveraged campaigns.
- Pricing is full of thresholds and cliffs. Demand doesn’t move smoothly. It jumps, plateaus, and drops. Knowing where those moments are unlocks smarter ad spend, better framing, and stronger results.
“Every price point communicates value and directly shapes performance metrics like conversion rate, AOV, and retention.”
Read the full article in Performance Marketing World: Adtech’s Blind Spot: Why Pricing Strategy Matters
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