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.
Website Traffic – the amount of visitors and visits a Web site receives.
Eugene O'Rourke