Your website is a business tool meant to deliver quantifiable results (leads & sales)

Performance marketing is a sort of digital marketing in which brands only pay marketing service providers when their business objectives are reached or particular activities, such as a click, sale, or lead, are achieved. Its performance-based marketing, as the name implies.

Performance marketing, unlike traditional and organic marketing, is focused on driving behaviors, analyzing and evaluating those actions, and attributing the ROI of each product, campaign, or activity.

In most traditional kinds of advertising, the advertiser pays for ad space in advance; regardless of how well it performs. That could imply a significant investment without ever seeing a return. Advertisers only pay for successful transactions when using performance marketing.