Performance marketing is digital advertising bought and optimized against measurable business outcomes — clicks, leads, sales, app installs — rather than impressions or reach.
Performance marketing covers paid search, paid social with conversion objectives, programmatic with conversion bidding, affiliate, and retargeting. Channels are evaluated on cost-per-acquisition (CPA), return on ad spend (ROAS), or customer lifetime value (LTV) metrics, and budgets flow toward whatever proves most efficient at producing the target outcome. Modern performance marketing increasingly relies on first-party data, server-side conversion tracking (e.g., Google Enhanced Conversions, Meta CAPI), and incrementality testing to ensure the attributed conversions reflect true causal impact rather than last-click bias.
Coegi designs performance marketing programs that integrate with full-funnel strategy: lower-funnel performance tactics are not run in isolation but are paired with upper-funnel demand generation that has been proven to lift performance efficiency through incrementality testing.
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