Performance marketing

Performance marketing includes affiliate marketing, pay-per-click advertising, influencer affiliate deals, and lead generation campaigns. The defining characteristic is that payment is tied to outcomes rather than reach or impressions. Performance marketing channels are highly measurable and accountable compared to brand or awareness advertising.

Performance marketing has become the dominant acquisition model for digital businesses because it aligns cost directly with results. For program owners, it means you only pay for customers you actually acquire. For affiliates, it means earnings are directly tied to the effort and quality of their promotional work.