The process of clicking through an online advertisement to the advertiser’s destination.


While the click-through is often the most immediate response to an advertisement, it is not the only interaction. Visitors may choose to type a company’s URL directly into the browser bar, or type the company’s name into a search engine box. This assumes, of course, that the company’s name and/or URL appears in its advertisements.

Accurate counting of click-throughs involves excluding “robot clicks” and duplicate clicks. This takes on added importance when clickthroughs are used as the measurement on which payment is based.


“click” is often used synonymously

Related Terms

click-through rate (CTR), cost-per-click (CPC), pay per click (PPC)

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Click-Through Equals Effectiveness?
ClickZ (July 12, 2002)

Is the Click-Through History?
CNET (July 13, 2001)

Out, Damned Click. Out, I Say…
ClickZ (June 19, 2001)

Every Click Is An Investment
WebWord (March 22, 2001)

What Does a CLICK Really Mean?
ClickZ (July 26, 2000)

All Clicks Are Not Created Equal
ClickZ (January 19, 1999)