Glossary

Click-through
A click-through refers to the action a consumer takes when they are referred from one Web site through a link or advertisement and is taken to another Web site. Click-through ratio is the percentage of clicks for the number of advertising impressions displayed.

CPA (cost per action)
CPA is a metric for online advertising where a rate is set for every action that is taken by a user.

CPM (cost per thousand impressions)
CPM is a metric for online advertising where a rate is set for every thousand impressions.

EPC (average earnings per 100 clicks)


Impression
An impression is the viewing of an advertising banner, link, or product on the Internet.

Conversion rate
The conversion rate is the percentage of visitors who take a desired action. The action that determines conversion is determined by the advertiser and may be a sale on the advertiser's Web site, a completed lead form, or another action.