Saturday, March 8, 2008
Advertising Metrics Vocabulary
click-through - the process of clicking through an online link to the advertiser's destination.
click-through-rate (CTR) - The average number of click-throughs per hundred impressions, expressed as a percentage.
conversion rate - the percentage of visitors who click, complete a form or buy.
cost-per-action (CPA) - online advertising payment model in which payment is based solely on 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 calculated cost of acquiring a new customer.
hit - a file request from a Web server.
hybrid model - a combination of two or more online marketing payment formats.
impression - a single online advertisement being displayed.*
page view - request to load a single HTML page.
pay per click (PPC) - online advertising payment format in which payment is based solely on qualifying click-throughs.
pay per lead (PPL) - online advertising payment format in which payment is based solely based on qualifying leads.
pay per sale (PPS) - online advertising payment format 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.
Web site traffic - the amount of visitors and visits a Web site receives.
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