Performance marketing is a type of online marketing that focuses on driving specific actions or outcomes, such as clicks, leads, sales, or conversions. In performance marketing, advertisers only pay for these desired actions, rather than paying for ad placements or impressions.

Performance marketing can take many forms, including pay-per-click (PPC) advertising, affiliate marketing, email marketing, and social media advertising. The success of a performance marketing campaign is measured by the performance metrics that are important to the advertiser, such as the cost-per-click (CPC), cost-per-lead (CPL), cost-per-sale (CPS), or return-on-investment (ROI).

One of the key advantages of performance marketing is that it allows advertisers to track the effectiveness of their campaigns and optimize them to achieve better results. Performance marketing also enables advertisers to reach highly targeted audiences, which can lead to better conversion rates and higher returns on investment.