Basic Internet Marketing Glossary

Click Through: The act of clicking an online advertisement to an advertiser’s target.
Click Through Rate (CTR): The number of times an advertisement is clicked divided by the number of times the advertisement is displayed. It is expressed as a percentage.
Conversion Rate: The ratio of desired actions to total opportunities.
Cost Per Action (CPA): An online payment model where payment is due once a desired action, such as a registration, is performed.
Cost Per Thousand (CPM): An online payment model where payment is due for every one thousand impressions an advertisement receives.
Customer Acquisition Cost: The total cost of acquiring a new customer calculated from the conversion rate and total revenue generated.
Hit: Occurs when any file from the server is requested.
Hybrid Model: A combination of more than one marketing payment system.
Impression: The count for when an advertisement is displayed.
Page View: Occurs when any HTML Page is loaded
Pay Per Click (PPC): An online payment system where payment is based on each click of the advertising creative. For example, when you click on a text ad.
Pay Per Lead (PPL): An online payment system where payment is based on each qualifying lead from the advertising creative. For example, when a customer fills out a request for information form.
Pay Per Sale (PPS): An online payment system where payment is based on each sale generated from the advertising creative.
Site Stickiness: Measured by the amount of time or number of pages viewed.
Unique Visitors: A user who has visited the website within a pre-determined time period.
Website Traffic: Measured by the number of visitors received in a given amount of time and also by the number of overall hits on the site.