Performance marketing refers to online marketing techniques aimed at prompting certain actions and/or transactions. Measurable results, like inquiries, reservations, product purchases, or registrations, form the basis for performance marketing. Search engine marketing and email marketing are the preferred techniques for an effective performance marketing campaign. In this context, the most common KPIs are conversions, clicks, and traffic. By measuring these parameters, the performance of the online marketing campaign can be gauged and, if need be, optimized.