C
caching - the storage of Web files for later re-use at a point more quickly accessed by the end user.
cascading style sheets (CSS) - a data format used to separate style from structure on Web pages.
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.
ColdFusion hosting - Web hosting that supports ColdFusion, a web application language introduced by Allaire and currently owned by Macromedia.
conversion rate - the percentage of visitors who take a desired action.
cookie - information stored on a user's computer by a Web site so preferences are remembered on future requests.
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.
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