PPerformance Advertising

Performance Marketing

Marketing that is planned, optimized, and evaluated based on measurable outcomes.

Moritz Lambrecht

Updated: July 9, 2026

Definition

Performance marketing focuses campaigns on measurable actions such as clicks, leads, purchases, or revenue. Budgets are steered with data and optimized continuously.

Also known as: Performance Advertising

Performance in influencer marketing

Performance does not mean turning creators into pure ad slots. It means connecting creative quality with clean measurement and commercial targets.

Important building blocks are tracking links, voucher codes, UTM structure, creator comparisons, whitelisting, and post-campaign learnings.

Limits

Not every impact can be directly attributed immediately. Creator contacts often influence search, direct visits, and later purchase decisions.

A good setup separates hard efficiency metrics from supporting signals.

About the author

Moritz is an expert in data-driven influencer marketing as well as co-founder and CEO of the influencer marketing agency Ad Specialist. Together with his team, he has already implemented over 10,000 influencer campaigns and managed more than €50 million in advertising budgets for customers such as HelloFresh, Emma, Clark, mymuesli and many other well-known e-commerce companies. His focus is on helping e-commerce companies grow profitably through creative and measurable influencer marketing strategies on channels such as YouTube, Instagram and Twitch.

Through his performance-oriented and effective approach, he has built a reputation as a leading expert and speaker in German e-commerce. In this blog - as well as on LinkedIn and his YouTube channel - he regularly shares valuable insights about data-driven influencer marketing.

Learn more about Moritz