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An impression is counted when your ad is shown to a visitor. 500 impressions means your ad has been shown 500 times.

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Although it sounds simple, in advertising, a click is counted when a user see your ad and decide to click on it. Click is the main component to measure how effective your ad is.

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Click-through-rate (CTR) is how many people click on your ad when they see it and is calculated by: How many people click on your ad/How many people see your ad. If you have an ad for hot dogs and its seen 10,000 times and 200 people clicked on it, you have a CTR of 2%.

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Bounce rate is the percentage of visitors to a website who exit the site after viewing only one page.

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Video completion is a percentage of times the video played to the end. In report, sometimes, you will see that we count the times the video stops before or right at 25%, 50%, 75% and 100% video completion. 

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A conversion is counted when a specified action takes place on the website. This could be in the form of many things such as a phone call, an email sent, a contact form is submitted or other meaningful actions.

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An event is similar to a conversion. While both are actions that take place on your website, a conversion is usually counted to only actions that are meaningful to your marketing effort. In contrast, events contain all type of actions, ranging from an exit out of a popup window to clicking onto the next page.

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Leads are potential customers or clients that are generated through marketing efforts. 

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Subscribers are your fans. They chose to “opt-in”-give you permission to send updates, news, and other promotional info to them.

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Google Analytics is a platform which shows the majority of the user data from your website. This can include behavior, demographics, events, trends, conversions, and so on.

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Measured through Google Analytics, a website session is a period of time that a user is actively engaged with the website. 

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Measured through Google Analytics, website new users are the number of first-time visitors of your website during the selected date range. 

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Cost Per Click (CPC) is how much it costs when a person clicks on your digital ad. You do not pay for impressions made, you only pay when a person clicks on your ad. Improving your message for your ad campaign will help increase your CPC.

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Cost Per Thousand (CPM) is a commonly used term in digital ads. This is the tied to the amount your ad is viewed (impression). You are charged for every 1,000 times your ad is displayed or played. While some advertising such as Google is run by CPC, other types of advertising like banner ad, social media ad, and internet radio use CPM.

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Cost Per Acquisition(CPA) this is the cost it takes to acquire one converting customer who buys your product/service. CPA’s vary greatly from industry to industry, but ultimately refining your digital plan for the lowest cost per acquisition should be the goal.

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To differentiate to Cost Per Acquisition(CPA), Cost Per Lead is the cost it takes to obtain a lead. The lead hasn’t purchased your products yet. However, he or she shows interest in buying your products and has communicated with you or provided contact info for you to follow up. 

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Cost Per View (CPV), for video ads, is what you pay when the viewers watch at least 30 seconds or the end of your video, whichever is shorter (as defined as one ‘view’ in video ads).

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Urchin Tracking Module (UTM) is a simple code that can be added to a website’s URL to generate Google Analytics data for digital campaigns. It allows you to track results from your digital campaigns much easier. The main area UTM helps tracking are events on your website, such as a click to call or a click on a submit button.