{"id":3016,"date":"2026-07-24T14:04:02","date_gmt":"2026-07-24T12:04:02","guid":{"rendered":"https:\/\/gunnarfey.com\/?page_id=3016"},"modified":"2026-07-27T15:15:00","modified_gmt":"2026-07-27T13:15:00","slug":"was-ist-performance-marketing","status":"publish","type":"page","link":"https:\/\/gunnarfey.com\/en\/was-ist-performance-marketing\/","title":{"rendered":"Was ist Performance Marketing?"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-one\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h1 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:62;line-height:var(--awb-typography1-line-height);\">What is performance marketing?<\/h1><\/div><!-- ============================================================\n     GUNNAR FEY  |  Header-Animation \"Funnel to Growth\"  (v2)\n     Partikel stroemen breit ein, buendeln sich im Funnel und\n     steigen als Wachstumskurve nach oben rechts aus dem Bild.\n     Keine Woerter, weisser Hintergrund.\n     Farben: #8AAAB7 (hell petrol) + #2C545D (dunkel petrol)\n     Einbau in Avada: Code Block Element, kompletten Block einfuegen\n     Hoehe anpassbar ueber --gf-height weiter unten\n     ============================================================ -->\n\n<div class=\"gf-funnel\" id=\"gf-funnel\">\n  <canvas id=\"gf-funnel-canvas\"><\/canvas>\n<\/div>\n\n<style>\n  .gf-funnel {\n    --gf-height: 460px;        \/* Desktop-Hoehe, hier anpassen *\/\n    position: relative;\n    width: 100%;\n    height: var(--gf-height);\n    background: #ffffff;\n    overflow: hidden;\n  }\n  .gf-funnel canvas {\n    display: block;\n    width: 100%;\n    height: 100%;\n  }\n  @media (max-width: 768px) {\n    .gf-funnel { --gf-height: 320px; }\n  }\n<\/style>\n\n<script>\n(function () {\n  var LIGHT = '#8AAAB7';\n  var DARK  = '#2C545D';\n\n  var wrap   = document.getElementById('gf-funnel');\n  var canvas = document.getElementById('gf-funnel-canvas');\n  var ctx    = canvas.getContext('2d');\n\n  var W = 0, H = 0, DPR = 1;\n  var reduced = window.matchMedia &&\n                window.matchMedia('(prefers-reduced-motion: reduce)').matches;\n\n  function resize() {\n    DPR = Math.min(window.devicePixelRatio || 1, 2);\n    W = wrap.clientWidth;\n    H = wrap.clientHeight;\n    canvas.width  = W * DPR;\n    canvas.height = H * DPR;\n    ctx.setTransform(DPR, 0, 0, DPR, 0, 0);\n  }\n  resize();\n  window.addEventListener('resize', function () {\n    resize();\n    if (reduced) drawStatic();\n  });\n\n  function clamp(v, a, b) { return v < a ? a : (v > b ? b : v); }\n  function smooth(t) { return t * t * (3 - 2 * t); }\n\n  \/* --- Geometrie -------------------------------------------------\n     x: 0..1 ueber die Breite.\n     mid(x):    Mittellinie. 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DARK : LIGHT;\n      ctx.globalAlpha = 0.45 + qual * 0.5;\n      ctx.fill();\n    }\n    ctx.globalAlpha = 1;\n  }\n\n  if (reduced) {\n    drawStatic();\n  } else {\n    requestAnimationFrame(frame);\n  }\n})();\n<\/script>\n<div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:48;line-height:var(--awb-typography1-line-height);\">How Performance Marketing Works<\/h2><\/div><div class=\"fusion-text fusion-text-1\"><p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"15:1-15:219;229-447\"><span style=\"font-family: var(--awb-text-font-family); font-size: var(--awb-font-size); font-style: var(--awb-text-font-style); letter-spacing: var(--awb-letter-spacing); text-align: var(--awb-content-alignment); text-transform: var(--awb-text-transform);\">Performance marketing means advertising that is measured by results\u2014not by how many people saw an ad, but by what it ultimately led to: an inquiry, a purchase, or a sign-up.<\/span><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"15:1-15:219;229-447\">For this to work, a single good ad isn&#8217;t enough. Hardly anyone makes a purchase after their first interaction with a brand. Most people see an offer multiple times, compare options, wait, and only then make a decision. Effective campaigns map out exactly this journey. On this page, I&#8217;ll show you how this works in practice.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:48;line-height:var(--awb-typography1-line-height);\">Reaching the Right People<\/h2><\/div><div class=\"fusion-text fusion-text-2\"><p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"28:1-28:137;874-1010\"><span style=\"font-family: var(--awb-text-font-family); font-size: var(--awb-font-size); font-style: var(--awb-text-font-style); letter-spacing: var(--awb-letter-spacing); text-align: var(--awb-content-alignment); text-transform: var(--awb-text-transform);\">It all starts with visibility. But not among as many people as possible\u2014rather, among those for whom your offering is actually relevant.<\/span><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"28:1-28:137;874-1010\"><span style=\"font-family: var(--awb-text-font-family); font-size: var(--awb-font-size); font-style: var(--awb-text-font-style); letter-spacing: var(--awb-letter-spacing); text-align: var(--awb-content-alignment); text-transform: var(--awb-text-transform);\">Meta and Google know a great deal about who is interested in what. These systems learn from every click and every interaction who an ad appeals to and who it doesn&#8217;t. My job at this stage is to give the systems the right signals: through the selection of target audiences, the message, and, above all, the creatives\u2014that is, the ads themselves.<\/span><span style=\"font-family: var(--awb-text-font-family); font-size: var(--awb-font-size); font-style: var(--awb-text-font-style); letter-spacing: var(--awb-letter-spacing); text-align: var(--awb-content-alignment); text-transform: var(--awb-text-transform);\"> <\/span><span style=\"font-family: var(--awb-text-font-family); font-size: var(--awb-font-size); font-style: var(--awb-text-font-style); letter-spacing: var(--awb-letter-spacing); text-align: var(--awb-content-alignment); text-transform: var(--awb-text-transform);\">Because what many people underestimate is that creativity is the most important targeting factor today. An ad that addresses the right problem naturally attracts the right people.<\/span><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"32:1-32:220;1553-1772\">At this stage, you\u2019re not yet acquiring customers. You\u2019re building an audience that will serve as the foundation for the next steps. If you cut corners here, you\u2019ll wonder later why your conversion campaigns have nothing to work with.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:48;line-height:var(--awb-typography1-line-height);\">Pooling Interests<\/h2><\/div><div class=\"fusion-text fusion-text-3\"><p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"43:1-43:218;1859-2076\"><span style=\"font-family: var(--awb-text-font-family); font-size: var(--awb-font-size); font-style: var(--awb-text-font-style); letter-spacing: var(--awb-letter-spacing); text-align: var(--awb-content-alignment); text-transform: var(--awb-text-transform);\">Now, reach becomes a target audience. Anyone who has watched a video, visited the website, or clicked on a product has shown interest. These people can be targeted again on Meta and Google.<\/span><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"43:1-43:218;1859-2076\"><span style=\"font-family: var(--awb-text-font-family); font-size: var(--awb-font-size); font-style: var(--awb-text-font-style); letter-spacing: var(--awb-letter-spacing); text-align: var(--awb-content-alignment); text-transform: var(--awb-text-transform);\">This is the step that many campaigns skip. They run an ad; some of the visitors come to the website, don\u2019t buy right away, and are lost. Yet these very visitors are the most valuable target audience of all: they\u2019re already familiar with the offer. The second and third points of contact cost a fraction of what the first one does and often play the decisive role in convincing them to buy.<\/span><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"43:1-43:218;1859-2076\">In terms of content, the goal here isn&#8217;t to show the same ad again. People who are already interested need different messages: details, answers to common objections, and reassurance. Here&#8217;s a real-world example: After visiting a product page, users will next see customer reviews or an answer to the most common question people ask before making a purchase.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:48;line-height:var(--awb-typography1-line-height);\">Conversion<\/h2><\/div><div class=\"fusion-text fusion-text-4\"><p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"58:1-58:326;2874-3199\"><span style=\"font-family: var(--awb-text-font-family); font-size: var(--awb-font-size); font-style: var(--awb-text-font-style); letter-spacing: var(--awb-letter-spacing); text-align: var(--awb-content-alignment); text-transform: var(--awb-text-transform);\">In the final step, it\u2019s the result that counts. The budget focuses on the people who are about to make a decision and on the moments when that decision is made. At Google, for example, this is when someone searches for exactly what you\u2019re offering. At Meta, it\u2019s the target audiences that were built up during the first two phases.<\/span><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"58:1-58:326;2874-3199\"><span style=\"font-family: var(--awb-text-font-family); font-size: var(--awb-font-size); font-style: var(--awb-text-font-style); letter-spacing: var(--awb-letter-spacing); text-align: var(--awb-content-alignment); text-transform: var(--awb-text-transform);\">For platforms to optimize for conversions, they need to know when one occurs. This is where accurate conversion tracking determines success or failure. Without reliable measurement, the system optimizes based on the wrong signals, and the budget flows to where it looks good rather than where it\u2019s effective.<\/span><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"58:1-58:326;2874-3199\">That\u2019s why tracking has been part of my approach from the very beginning. And my reporting doesn\u2019t show you the numbers the platform likes to highlight, but rather the ones that matter to your business. Platforms tend to take more credit for success than they deserve. I help you see that difference.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-6 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:48;line-height:var(--awb-typography1-line-height);\">What this means for you<\/h2><\/div><div class=\"fusion-text fusion-text-5\"><p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"73:1-73:319;3921-4239\"><span style=\"font-family: var(--awb-text-font-family); font-size: var(--awb-font-size); font-style: var(--awb-text-font-style); letter-spacing: var(--awb-letter-spacing); text-align: var(--awb-content-alignment); text-transform: var(--awb-text-transform);\">The three phases aren&#8217;t a rigid framework, but rather a principle: Your budget works best when it reaches people with the right message at the right moment. The specific balance depends on your business. An online store needs a different allocation than a provider looking to generate leads.<\/span><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"73:1-73:319;3921-4239\"><span style=\"font-family: var(--awb-text-font-family); font-size: var(--awb-font-size); font-style: var(--awb-text-font-style); letter-spacing: var(--awb-letter-spacing); text-align: var(--awb-content-alignment); text-transform: var(--awb-text-transform);\">What remains the same: It all starts with accurate measurement, followed by a setup that maps the journey from initial contact to conversion, and then ongoing optimization based on real results.<\/span><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"73:1-73:319;3921-4239\">If you&#8217;d like to know what this might look like for your proposal, I&#8217;d be happy to discuss it with you briefly.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:24.953125px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:0%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-center fusion-content-layout-row\"><div ><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button-border-radius-top-left:6px;--button-border-radius-top-right:6px;--button-border-radius-bottom-right:6px;--button-border-radius-bottom-left:6px;\" target=\"_self\" href=\"mailto:mail@gunnarfey.com\"><i class=\"fa-envelope-open fas awb-button__icon awb-button__icon--default button-icon-left\" aria-hidden=\"true\"><\/i><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Get in touch<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"100-width.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-3016","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/gunnarfey.com\/en\/wp-json\/wp\/v2\/pages\/3016","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gunnarfey.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/gunnarfey.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/gunnarfey.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gunnarfey.com\/en\/wp-json\/wp\/v2\/comments?post=3016"}],"version-history":[{"count":2,"href":"https:\/\/gunnarfey.com\/en\/wp-json\/wp\/v2\/pages\/3016\/revisions"}],"predecessor-version":[{"id":3018,"href":"https:\/\/gunnarfey.com\/en\/wp-json\/wp\/v2\/pages\/3016\/revisions\/3018"}],"wp:attachment":[{"href":"https:\/\/gunnarfey.com\/en\/wp-json\/wp\/v2\/media?parent=3016"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}