Basic Marketing Metrics Defined

May 5th, 2009Comments Off on Basic Marketing Metrics Defined

Click-Through – the process of clicking through an online advertisement to the advertiser’s destination.

Click-Through Rate (CTR) – the average number of click-throughs per hundred ad impressions, expressed as a percentage.

Conversion Rate – the percentage of visitors who take a desired action.

Cost-Per-Action (CPA) – online advertising payment model in which payment is based solely on qualifying actions such as 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 cost associated with acquiring a new customer.

Hit – request of a file from a Web server.

Hybrid Model – a combination of two or more online marketing payment models.

Impression – a 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 in which payment is based solely on qualifying click-throughs.

Pay Per Lead (PPL) – online advertising payment model in which payment is based solely based on qualifying leads.

Pay Per Sale (PPS) – online advertising payment model 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 (or network) at least once in a fixed time frame, typically a 30 day period.

Website Traffic – the amount of visitors and visits a Web site receives.

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