Performance marketing refers to a marketing strategy in which the performance and success of marketing activities are evaluated based on measurable results and key performance indicators (KPIs). In contrast to traditional marketing strategies, which often aim to increase awareness and reach, performance marketing focuses on increasing conversions, sales and other measurable goals.

Performance marketing can be carried out in various ways, such as through search engine marketing (SEM), affiliate marketing, email marketing, display advertising and social media marketing. It typically uses tools and technologies to measure and optimise the performance of marketing activities in real time, such as web analytics tools, A/B testing and conversion optimisation.

The goal of performance marketing is to achieve a positive return on investment (ROI) for marketing activities by minimising the cost of marketing activities and maximising performance and effectiveness. It enables marketers to react quickly to changes in market conditions, trends and customer behaviour in order to optimise and improve results.