Performance marketing analyzes conversions and clicks from online campaigns. It gives us the ability to evaluate the effectiveness of every ad dollar spent in real time.
Below you’ll find more details on performance marketing, how to analyze results and how to learn from them. How can you evaluate the success of a campaign? You’ll also read about examples to help you understand how these online campaigns work and how they can transform any business’ marketing strategy—whether it’s an online business or not.

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Not All Performance Marketing Tactics Are Created Equal

Marketers are trading traditional channels for shiny new performance tools.

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Retail Media’s New Secret Weapon Is Incremental ROAS

Traditional metrics may not accurately reflect the impact of new brand initiatives.

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Retail Media Measurement Must Extend Beyond Search and Across Channels

Lookback periods should vary by platform and channel.

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Physical Retail Is the New TV

We are one step closer to the in-store equivalent of Nielsen TV ratings.

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How to Adjust—and Measure—Your Content Strategy for Google’s SGE

Google’s Search Generative Experience is still very much in its infancy, but brands need to take its evolutionary shifts seriously.

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Brands Thrive on Consistency. Retailers Need Something Else

Winning loyalty requires a very different strategy for stores.

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So You’ve Built a Loyalty Program. How Do You Measure Success?

If a program isn’t driving business value, it’s time to adjust your strategy.

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There’s No ‘Vs.’ Between Brand and Performance Marketing

Adweek Outlook 2024 panelists from Brainlabs, SeaWorld and BNY Mellon remove the "vs." lodged between brand and performance marketing

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B2B’s Move Toward Digital Is Here, and Affiliate Fits Right In

B2B affiliate won’t replace an entire digital channel strategy on its own, but it can provide a strong entry, complement or upgrade to expensive and ineffective marketing channels.

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In-Store Retail Media in 2024: Hype or Happening?

Being an early mover on this evolving trend can be advantageous for brands.

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DTC and Digitally Native Brands Find Bright Spots in Linear TV

With a different audience and sometimes favorable pricing, the old medium is seeing new converts.

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How Instacart Moved Beyond Groceries to Become a Retail Media Power

Instacart excels in understanding the intricacies of grocery purchasing behavior, which differs from shopping on platforms like Amazon.

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How Chipotle and Gale Followed a Hunch to Marketing Success

Their Cannes-winning idea started by testing a hypothesis.

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Charting the New Frontier of Consumer Insights: Emography

The strength of the 'heartset' may outweigh the pull of the mindset.

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3 Major Ways Generative AI Is Redefining Search

The future is AI-driven, trust-centric dialogue between brands and consumers.