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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.