Online Advertising Terminology
Advertising Metrics
Below is a list of the most common online advertising terms and their definition. For more on Edmonton Advertising see our home page.
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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