Performance marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers (or companies that have products or services to sell) pay marketing companies or advertising platforms when a specific action is completed, such as a sale, lead, or click. This type of marketing is highly measurable, as advertisers can track and analyze the performance of their campaigns in real-time. Performance marketing campaigns are often focused on driving a specific outcome or goal, and the success of the campaign is typically determined by key performance indicators (KPIs) such as return on investment (ROI), cost per acquisition (CPA), and conversion rates.