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Banner
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An ad on a Web site, generally linked to the advertiser’s own Web site. Banner ads are the most common way to advertise on the World Wide Web. |
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Click Rate
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The percentage of visitors who click on advertising banners at a specific Web site or page. |
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Click-throughs
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The number of visitors who click on a specific advertising banner on a specific Web site or page. |
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CPA
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Advertising cost of preparation for a single rotation banner display ad impression to be displayed in rotation in a predetermined combination of Web site publications for advertising on specific Web pages. |
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CPM
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The Cost per thousand for page impressions or page views charged by a Web site for advertising on specific pages. |
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Hits
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An imprecise term, referring to the number of files sent to a viewer’s computer. Not valuable as a measurement tool for Web site traffic, because each Web page has an indefinite number of files associated with it. |
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Home Page
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The initial page in a Web site. |
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Hypertext
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Any text on a Web page can be linked to another Web page anywhere in the world, so that clicking on the text jumps the reader to it. |
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Run of Site
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Ads run in a general rotation. |
