what is performance marketing in digital marketing

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Performance marketing in digital marketing is a strategy focused on measurable and trackable outcomes, where advertisers pay based on specific actions or performance metrics achieved. Unlike traditional advertising, performance marketing centers on driving desired actions such as clicks, conversions, leads, or sales. It relies heavily on data analytics, targeting, and optimization to maximize efficiency and ROI. This approach ensures that marketing efforts are directly linked to measurable results, allowing businesses to allocate budgets more effectively and optimize campaigns for better performance.