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.

see also: Digital Marketing Tools


Online Advertising Courses – compare at the big list of online courses.

Related Terms

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

view all terms in the Online Advertising glossary or all terms in the Digital Marketing glossary


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)