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Mustafa Alkhtab, Head of Performance Media 9AM / PEOPLE

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Mustafa Alkhtab

Head of Performance Media

Mustafa Alkhtab is Head of Performance Media at inBeat, where he oversees paid media and performance creative results across the agency's accounts. Before inBeat, he built growth programs for ecommerce, lead generation, and mobile app businesses in international markets. He writes about media buying, measurement, and conversion rate optimization.

Based in Istanbul, Turkey LinkedIn
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Mustafa Alkhtab leads performance media at inBeat, where he is responsible for paid and performance-creative results across the agency's client accounts. He sets how the team plans media, audits accounts, and reports on outcomes. Before joining inBeat, he built growth programs for ecommerce, lead-generation, and mobile-app businesses across international markets, work that shaped his focus on measurable, accountable performance.

Alongside media planning, Mustafa owns measurement across the accounts he manages: server-side tracking, attribution modeling, conversion rate optimization, and the landing pages that campaigns drive traffic to. His writing draws on this combination of media buying and measurement experience, covering how performance teams plan campaigns, read results, and improve conversion outcomes.

Latest thinking · 36 articles

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Mustafa Alkhtab

Hook Rate Is the New CTR
22 min read

Hook Rate Is the New CTR

CTR tells you who clicked, but hook rate tells you whether your creative earned attention. Learn why hook rate is becoming the new performance metric.

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