# Performance marketing: what it is and how it works
> Performance marketing plans and optimises activity according to measurable results defined in advance.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/performance-marketing.html

# Performance marketing

Performance marketing plans and optimises activity according to measurable results defined in advance

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can focus on leads, sales or other conversions, with different pricing models. Assessing its contribution means reviewing quality, margin and incrementality. A platform may take credit for results that would have happened anyway, so measurement needs context.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Marketing audit](https://www.zorraquino.com/en/dictionary/digital-marketing/marketing-audit.html)
- [Email marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/email-marketing.html)
- [Inbound marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/inbound-marketing.html)