Performance marketing

Performance marketing is a sub-discipline of online marketing. In performance marketing, online advertising measures are used with the intention of achieving measurable interactions and actions (see also call to action (CTA)) with the respective user for the company.


Measurability and optimisation are characteristic of performance marketing. The primary goal is to win new customers and retain existing ones. Measurable methods from search engine marketing (SEM), E-mail marketing and affiliate marketing are used for this. Elementary key figures such as the conversion rate are checked and analysed using the web controlling.


While many measures of online marketing are about achieving reach, this discipline pursues the primary goal of triggering measurable actions, such as product purchases or clicks on online banner, from the user.

The use of billing models such as the cost-per-click (CPC) or the cost-per-lead (CPL) model are typical for performance marketing.