Glossary term

Performance Advertising

Performance advertising (or pay for performance advertising) is a marketing strategy to produce specific financial results within a specific time period. The advertiser only pays when they see the measurable results they want - e.g specific KPIs like revenue or customer loyalty.

Using performance ads ensures that advertisers maximize their budget and return on investment. This financially-focused strategy differs from brand advertising , which focuses on creating a specific brand image, because its results are more specific and measurable.

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Related terms

Brand Lift

Brand lift measures how your ads are affecting both consumer impressions and consumer behavior

Cost Per Order

Cost per order (CPO) is the pricing model that drives a mobile app’s user acquisition and sales.

vCPM

vCPM, or viewable CPM , is a pricing model measuring how many users view a specific ad, as opposed to a whole website page.