I get asked a lot “but what is Performance Marketing?”. Before, the success of an online campaign would ultimately be measured by the click-through rate, and if you were one of the lucky and sophisticated few, you could track that back to your website visits, maybe even your leads and sales volumes and draw some sort of conclusion. Fast-forward a few years and the word ‘performance’ has now become commonplace in most digital marketing discussions. But while many like to say they work on a performance –based model, true Performance Marketing is exactly what it says: achievement and fulfillment. Not delivery.