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Industry Jargon

 

CPM

Cost Per Thousand impressions

CPC

Cost Per Click

CPA

Cost Per Action

CPL

Cost Per Lead

CTR

Click Thru Rate

Hit

The number of times a file is sent from the website server to the visitors computer.  Files include html, javascript, graphics images and all other files associated with the web page that is viewed by the visitor.

Impression

Number of times an ad is shown.  For example some ads are rotated whilst the visitor is still on the page. If there are two ads on one page then two impressions would be recorded.  If the page was "refreshed" or visited at a later time, then four impressions would be recorded.

Pageview

The number of times a visitor sees a page.  For example a visitor might visit the same page a number of times per day.

Unique

The number of individual visitors in a period of time.

Cookie

A small file downloaded by a visitor to their computer containing information.  Used for a variety of reasons including tracking identity (normally benign).  Important for tracking referral sources.

 

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