Performance marketing is a sub-discipline of online marketing and is oriented towards the performance of advertising. The goal of performance marketing measures is to achieve a certain number of interactions between users and advertising material. This can happen within a fixed period of time or be purely success-oriented.

In the second case, an ad is played until it has generated a certain number of interactions. A common billing model in performance marketing is compensation based on the cost per click on the ad, also known as cost-per-click or CPC, or the fee per lead generated, also known as cost-per-lead or CPL.

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