> ## Documentation Index
> Fetch the complete documentation index at: https://docs.invoca.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Performance Marketing Overview

> How Invoca supports affiliate and performance marketing — connecting Advertisers and Publishers, attributing calls, managing payouts, and reporting.

Performance marketing is an advertising model where the party buying an ad (the Advertiser) only pays the party hosting it (the Publisher) when that ad drives a conversion, such as a phone call. Invoca customers who use this model are often affiliate marketers connecting Advertisers and Publishers, though brands tracking calls from their own landing pages can use these same features working directly with Publishers.

Invoca supports performance marketing in a few core ways:

* Connecting Advertisers, Publishers, and affiliates within performance marketing campaigns
* Attributing phone calls to the ads, Publishers, and affiliates that drove them
* Collecting call and conversation analytics from affiliate marketing calls
* Managing payments to Publishers and affiliates for the conversions they drove
* Sharing Invoca reports with performance marketing partners
* Configuring advanced settings like campaign bundling and syndication

## Connecting and managing partners

The primary Invoca customer — an affiliate marketer, or a brand tracking its own calls — accesses Invoca as a Network account; Advertisers and Publishers access it as Advertiser or Publisher accounts respectively. Anyone with access to more than one network can switch between them using the Organization dropdown or their account menu.

Before tracking and paying out performance marketing calls, you'll set up and manage your Advertiser and Publisher accounts and campaigns — including approving or declining applications, managing account status, creating promotions, inviting partners to campaigns, and controlling what data and features each partner can access.

## Attributing calls and collecting analytics

Once your Advertisers and Publishers are connected through campaigns, deploy Invoca on your landing pages to start collecting call and conversation analytics via Marketing Data. Some features behave a little differently for performance marketers — check the relevant knowledge base articles for performance-specific notes.

## Managing payouts

Invoca can also manage payouts from tracked conversions. We strongly recommend using Signals (and the associated Signal revenue feature) to track conversions and payouts — often via Signal File Upload for bulk conversions. Invoca also supports a legacy Conversion Reporting API for payouts; if you're not already using it, we recommend Signals instead.

## Reporting for performance marketers

Share Invoca reports with your Advertisers and Publishers for the campaigns they're involved in. Some reporting setups may require deploying Invoca using the legacy Web Integration Code (WIC).

## Advanced settings

Two of the most advanced performance marketing features are:

* **Bundling** — combines several campaigns under one set of routing logic, letting Invoca intelligently route calls between them based on shared conditions.
* **Syndication** — lets affiliate networks route calls and campaigns to other affiliate marketers, extending advertiser-to-publisher reach and creating additional payout opportunities.

## Where to go next

* [Advertiser Guide](/s/article/advertiser-guide)
* [Publisher Guide](/s/article/publisher-guide)
* [Introduction to Bundled Campaigns](/s/article/introduction-bundled-campaigns)
* [Introduction to Syndicated Promotion Campaigns](/s/article/introduction-syndicated-promotion-campaigns)