This chapter aims to critically engage with the performative nature of bibliometric indicators and explores how they influence scholarly practice at the macro, meso, and individual levels. It begins with a comparison between two national performance-based funding systems in Sweden and Norway at the macro level, within universities at the meso level, down to the micro level where individual researchers must relate these incentives to knowledge building within their specialty. I argue that the common-sense “representational model of bibliometric indicators” is questionable in practice, since it cannot capture the qualities of research in any unambiguous way. Furthermore, a performative notion on scientometric indicators needs to be developed that takes into account the variability and uncertainty of the aspects of research that is to be evaluated.