Category: C
Clickstream
The path a visitor takes while navigating from site to site or from page to page within a web site. This is useful to publishers in order to see what path people are taking before leaving their site
Clicks
The number of click-throughs that have occurred as a result of a user clicking on a banner and being redirected to an advertiser’s web page. This is typically synonymous with Responses.
Click Through Rate
The percentage of impressions that resulted in a click through is calculated by dividing the number of clicks by the number of impressions. For example, if a banner was click on 13 times after being displayed 1000 times, the banner would have a click rate of ( 13 ÷ 1000 = .013 ) 1.3%. This…
Click Through
The action of clicking on a banner and having ones browser automatically redirected to the web page a banner is hyperlinked to.
Click Rate
The percentage of impressions that resulted in a click through. Calculated by dividing the number of clicks by the number of impressions. For example if a banner was click on 13 times after being displayed 1000 times, the banner would have a click rate of ( 13 ÷ 1000 = .013 ) 1.3%. This is…
CGI
The common gateway interface (CGI) is a popular scripting language that enables programmers to create dynamic web pages. An example of a CGI powered web site feature might be be a web site’s feedback form or banner rotation program.
Campaign ID
A campaign ID is a unique tracking code that is added to published URLs for the purpose of determining the relative effectiveness of different tactics and publisher scenarios.
Campaign
The process of planning, creating, buying and tracking an advertising project from start to finish.
Cache Bursting
This process, also known as “defeating cache”, is accomplished by adding a random number to the banner HTML each time the page is reloaded. This causes a separate banner request to be sent to the server, thus insuring the banner is not cached and banner advertisement impressions are not undercounted.
Cache
A type of computer memory that stores previously accessed documents so that they can be accessed faster should they be needed again. If you go back to a web page that you have previously visited, much of the pages content may be able to be accessed from a local cache or gateway proxy instead of…