Hits don’t hurt and impressions don’t last.

Posted on Posted in Advertising, Marketing, Social Media, Web Development

In the world of websites...impressions lead to hits, not the other way around.When looking into an online advertising program, it’s good to know the lingo before you start. Here are a few terms you should know to get you on your way.

Clicks: A click is when a user actually CLICKS on your web ad. This click normally goes directly to your homepage, or to a landing page you have set up for that specific ad or marketing campaign. Normally this statistic is counted on the site where the ad is placed, so even if the ultimate destination (your web site) is down, doesn’t load correctly, takes too long to load, or the user cancels the action and goes somewhere else, the click still counts as a click. (Normally a click is registered at the exact moment the user releases the mouse button – thus it goes ‘click’, or maybe it goes clack, but I digress…). This method of ad tracking is commonly used because it is easy, simple and does not require tracking code on YOUR website (only on the site where the ad, banner, or link is placed.)

Impressions: Impressions are the number of times an image, ad or link is displayed. In most cases tracking impressions requires access to the site that is serving the ad.

Click Through Rate (CTR): Click Through Rate is one of the vital statistics that you should be aware of. To find your CTR, you divide the number of users who clicked on your ad (clicks) by the number of times the ad was shown (impressions)  For example, if your ad was shown 100 times on a website and 1 person clicked on it, then the CTR is 1 percent. This statistic helps you determine if your advertising campaigns are effective. There are many factors involved in determining the effectiveness of of an (target audience, the content of the ad, position of the ad, etc).

Okay, so what’s a ‘hit’?

Hits: A hit is when a user actually LANDS on one of your web pages. Hit counts tally the traffic your page or site receives. Google Analytics uses the terms “Visits” and “Pageviews”to refer to variations of the “hit.” A visit is a unique person who comes to your website as a whole. A pageview is when an individual page on your website is viewed by a visitor. If you are trying to determine the success of a banner ad through hits, then you need to have a separate landing page set up, so hits from that particular ad are gong to a unique page, often called a “landing page,” and not just directing visitors to the home page.

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