Advertising Metrics
click-through - the process of clicking through an online advertisement to the advertiser's destination.
click-through rate (CTR) - The average number of click-throughs per hundred ad impressions, expressed as a percentage.
conversion rate - the percentage of visitors who take a desired action.
cost-per-action (CPA) - online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
cost-per-click (CPC) - the cost or cost-equivalent paid per click-through.
CPM - cost per thousand impressions.
customer acquisition cost - the cost associated with acquiring a new customer.
hit - request of a file from a Web server.
hybrid model - a combination of two or more online marketing payment models.
impression - a single instance of an online advertisement being displayed.*
page view - request to load a single HTML page.
pay per click (PPC) - online advertising payment model in which payment is based solely on qualifying click-throughs.
pay per lead (PPL) - online advertising payment model in which payment is based solely based on qualifying leads.
pay per sale (PPS) - online advertising payment model in which payment is based solely based on qualifying sales.
site stickiness - the amount of time spent at a site over a given time period.
unique visitors - individuals who have visited a Web site (or network) at least once in a fixed time frame, typically a 30 day period.
Web site traffic - the amount of visitors and visits a Web site receives.
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