Advertising Metrics covers

click-through .. Process of clicking through an online advertisement to the advertiser’s destination

click-through rate (CTR) .. Average number of clicks per hundred of ad impressions, expressed as a percentage

conversion rate ..Percentage of visitors who take a desired action

cost-per-action (CPA) .. Online advertising payment model in which payment is based on qualifying actions such as sales or registrations

cost-per-click (CPC) .. Cost equivalent paid per click-through

CPM .. Cost Per Thousand of impressions

customer acquisition cost .. Cost associated with acquiring a new customer

hit .. Request of a file from a Web server

impression .. 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. Payments are on qualifying clicks

pay per lead (PPL) .. Online advertising payment model. Payment is based on qualifying leads

pay per sale (PPS) .. Online advertising payment model. Payment is based on qualifying sales

site stickiness .. Amount of time spent at a site over a given time period.

unique visitors .. Individuals who have visited a Web site at least once in a fixed time frame

Web site traffic .. Amount of visitors and visits that a Web site receives