Glossary of online terms
Clicks or click-through: The number of times a user clicks on an advertisement.
Click-through rate (CTR): The number of clicks divided by number of impressions. A percentage representing how often users engage in a recordable way with an advertisement. Industry standard is usually less than 1%.
Impressions: The number of times an individual digital advertisement loads onto a user’s screen. Quickly becoming the preferred measurement for level of exposure and impact for an advertising campaign.
Pageviews: The number of pages opened from a site by a user.
Pages per visit: The number of pages a user opens during a single visit to a website.
Referring sites:The website that a user was visiting previously before clicking to the website being measured.
Time on site: The amount of time (usually an average) that visitors spend on a site before exiting.
Visitor: A user who visits a site.
Visits: The number of times a website is opened onto a user’s computer screen. This is also known as a unique session. If a user is inactive on a site for more than 30 minutes, any future activity counts as a new visit. If a user leaves and returns to a site within 30 minutes, all activity counts as one visit.