Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers and marketing companies are paid when a specific action is completed; such as a sale, lead or click
As a marketer (or a company), you want to connect with your audience and bring attention to your product, service, or brand.

To do this, you might create an ad that’s shown to people on social media, or in the Google search results when they search for certain products. With performance marketing, you pay depending on how the campaign performs. For example, you might pay every time a user clicks on your ad (pay per click), or whenever your campaign generates a sale. Essentially, performance marketing flips the traditional marketing model on its head. Back when print advertising was more common, you might pay to have an advert printed in a magazine. You’d invest the money and effort upfront, regardless of how the advert performs. With performance marketing, you pay based on the completion of an agreed-upon action after the ad is live. As the name suggests, it’s entirely performance-based.