Advertising Metrics: Tracking rest area hotspot traveler utilization

Click-through
The process of clicking through an online advertisement to the advertiser's destination.

Click-through rate (CTR)
The average number of click-throughs per hundred ad impressions, expressed as a percentage.

Conversion rate
The percentage of visitors who take a desired action.

Cost-per-action (CPA)
Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

Cost-per-click (CPC)
The cost or cost-equivalent paid per click-through.

CPM
Cost per thousand impressions.

Customer acquisition cost
The cost associated with acquiring a new customer.

Hit
Request of a file from a Web server.

Hybrid model
A combination of two or more online marketing payment models.

Impression
A single instance of an online advertisement being displayed.*

Page view
Request to load a single HTML page.

Pay per click (PPC)
Online advertising payment model in which payment is based solely on qualifying click-throughs.

Pay per lead (PPL)
Online advertising payment model in which payment is based solely based on qualifying leads.

Pay per sale (PPS)
Online advertising payment model in which payment is based solely based on qualifying sales.

Site stickiness
The amount of time spent at a site over a given time period.

Unique visitors
Individuals who have visited a Web site (or network) at least once in a fixed time frame, typically a 30 day period.

Web site traffic
The amount of visitors and visits a Web site receives.