Category: Glossary
Conversion
Term used to describe the process of getting a web visitor to accept an offer or become a paying customer. In metrics, conversions refers to the number of visitors that have performed a defined conversion goal, typically a purchase in most online B2C scenarios or submitting lead information in B2B scenarios.
Contextual Advertising
Contextual Advertising is also known as content-targeted advertising, which means that an advertisement is shown on a web site that is “in context” to a company’s specific product or service.
Comp
Short for comprehensive it is a layout prepared to resemble, as closely as possible, the finished project. Comps are often created for ads, brochures, packaging, etc. This is also often referred to as the Concept Design or Concept Messaging.
CM&S
Content Management & Strategy (CM&S) is a term often used in web banner advertising.
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.