Impression Estimator

Glossary of
Paid Media Terms

Spend: Spend is your net advertising costs. This does not include your management fees, creative or anything else.

Impressions: Impressions are the amount of times your ad appeared, or were shown, in the given channel.

Click-through Rate (CTR): CTR is the rate at which your impressions turn into clicks. Clicks / Impressions = CTR

Clicks: Clicks are the amount of people who clicked on, or took an action on your ad. Clicks are often also viewed as website visitors.

Cost-per-click (CPC): Cost-per-click is the average amount you pay per click on your ad. Spend / Clicks = CPC

Leads: Leads, or conversions, is the total volume of leads or conversion actions attributed to your ad spend.

Lead Rate: Lead Rate, or conversion rate, is the rate at which a click turns into a conversion action such as a lead form submission. Leads / Clicks = Lead Rate

Cost / Lead: Cost-per-lead is the average amount of advertising spend invested per resulting lead or conversion. Spend / Leads = Cost Per Lead