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Dictionary of Internet Terms |
Ad Click A click on an advertisement on a Web site which takes a user to another site.
Ad View A Web page that presents an ad. There may be more than one ad on an ad view. Once the visitor has viewed an ad he/she can click on it (see Ad Click).
Authentication Technique by which access to Internet or intranet resources requires the user to enter a username and password as identification. More at http://passport
Banner Burnout Overexposure of advertising creative that contributes to a drop in click-through rates. Frequency control reduces burnout for a particular creative or campaign.
Click-Stream User behaviour on a route through links clicked. (So many options to track.) Avenue A (3rd-party vendor) tracks where someone goes and how they got their through clicking which links
Click-Through Rate (CT%) The rate of activated ads to total ads displayed. A typical CTR is 0.5% (1 in 200). Also called Click-Through Percent (CTP). The click-through rate of an advertising creative is one measure of its effectiveness.
Conversion Use click-stream tracking to see how many conversions you had to end-result (sign-up or purchase action).
Cookies Persistent Client-State HTTP Cookies are files containing information about visitors to a Web site (e.g. user name and preferences). This information is provided by the user during the first visit to a Web server. The server records this information in a text file and stores this file on the visitor's hard drive. When the visitor accesses the same web site again the server looks for the cookie and configures itself based on the information provided.
Cost per 1,000 Impressions (CPM) An advertising campaign pricing model based on an estimate of the number of impressions of a particular creative in a particular media at a particular time (TV) or issue (printed media). The vast majority of online banner advertising is priced using the CPM model. The "M" is the Roman numeral for 1,000. The cost is aggregated per thousand for convenience; the cost for individual impressions would be very small. CPM is strongly associated with the "branding" school of marketing.
Cost per Action or Acquisition (CPA) An advertising campaign pricing model based on paying for direct results. The direct correlation between the action taken and the payment for the advertising that led to the action is desirable to advertisers. This model takes many forms (leads, sales, etc.) and is increasing in popularity online due to the ease of implementation and accounting compared to traditional media. CPA is strongly associated with the "direct response" school of marketing. Also called Cost per Transaction
Cost per Click-through (CPC) An advertising campaign pricing model base on paying only for those ads that experience a click-through CPC can be considered a measure of direct response, but is not a measure of true action taken by a user.
Filters A means of narrowing the scope of a report or view by specifying ranges or types of data to include or exclude.
Form An HTML page which passes variables back to the server. These pages are used to gather information from users. Also referred to as scripts.
Frequency The rate a particular user is exposed to a particular creative or a particular campaign during a single session or period of time. Frequency capping is essential to the success of online advertising campaigns to maximize creative effectiveness.
Geo-targeting Serving of ads to a particular geographical area or population segment.
Hit The sending of a single file from a web server to a user's computer. Most Web pages contain several files, including all HTML, graphics, audio, etc. Hit is not the same as impression, page view, or number of unique visitors. Information about hits is valuable to the provider for server loading and bandwidth predictions, but used alone, it is of little value as a metric of online advertising, or online use in general.
Impression Also called an ad or page impression. The display of a single creative to a consumer on a Web site. A single page view can have more than one impression if there is more than one advertising location on the page, or if dynamic ad rotation is used.
Inventory The ad space available for sale on a Web site. Ad inventory is determined by the number of ads on a page, the number of pages containing ad space and an estimate of future page views. Also called ad availability.
Log File A file created by a Web or proxy server which contains all of the access information regarding the activity on that server.
Make-Good Impressions not delivered If 500,000 impressions are bought and only 400,000 are delivered, the make-good is 100,000. Make-good impressions typically run in the month following the end of flight date or are removed from the campaign invoice (credited).
Page Any document, dynamic page, or form. Documents are defined by the system administrator, but generally include all static content, such as complete html pages. Dynamic pages are created with variables and do not exist anywhere in a static form. Forms are scripted pages which get information from a visitor that gets passed back to the server.
Page Views (PVs) The loading of a Web page by a browser. A single User Session may result in multiple page views and numerous Impressions. Reload of the same page is another page view.
Pop-Under A window that pops (launches automatically) behind the current browser window. Also known as a pop-behind or go-behind
Reach A metric that estimates, for a given reporting period, the Unique Visitors to a Web site or network of websites, as a percentage of all Unique Visitors considered accessible to that website or network of sites. Percent of the audience "reached".
Referrer URL of an HTML page that refers to the site.
Remnant Space Web site ad space that is relatively undesirable and is often resold to a third party to be filled with low dollar advertising. Online remnant space is analogous to 3 AM television air time.
Unique Users (UU) or Unique Visitors A unique IP address visiting a Web site for the first time in a specified period. Unique visitor is more often associated with long periods of time, such as a month. User session is more often associated with shorter periods of time, such as 30 minutes. Both are valuable traffic metrics for many Web sites. Frequency control in ad campaigns is a function of unique visitor and user session definitions. More at http://webresearch
User Session A session of activity (all hits) for one user of a Web site. A unique user is determined by the IP address or cookie. By default a user session is terminated when a user is inactive for more than 30 minutes. Synonym: Visit.
Visit Commonly called User Session. All activity for one user of a Web site. By default a user session is terminated when a user is inactive for more than 30 minutes.
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