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.