// glossary entry

Performance Marketing

What is performance marketing?

Performance marketing is a data-driven marketing approach that aims to link every euro spent to a measurable result, usually clicks, leads, or revenue. Typical channels include search ads, social ads, affiliate marketing, retargeting, and native advertising. The key challenge in 2026 is attribution: server-side tracking, consent restrictions, and the phase-out of cookies make accurate performance measurement difficult. At Waterproof Web Wizard, we set realistic performance goals: measurable, but without ignoring brand effects that fall outside the scope of performance KPIs.

// synonyms

  • Performance Marketing
  • Direct Response Marketing
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