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Performance marketing are digital marketing activities where advertisers only pay for a specific action. These actions can be a click, a lead (signup), a sale, or an email address collected.
Marketing channels include search engine marketing, paid social media, native advertising, sponsored ads, and affilitate marketing.
For most digital ads, we pay upfront based on our ad budgets based on a desired goal or KPIs, irrespective of the actual performance.
With performance marketing, we only pay for successful performance, such as the achieved number of signups, clicks, or sales.
For performance marketing, attribution and authenticity of performance is key.