Impressions describe delivery
An impression is counted under the ad server’s rules when an ad is served. Do not treat every page view, preview or refresh as a billable impression.
Clicks describe interactions
A valid click is a user interaction accepted by the system’s filtering rules. Counts may be adjusted for automated or duplicate activity.
Read click-through rate carefully
CTR is clicks divided by impressions, multiplied by 100. For illustration only, 10 clicks from 1,000 impressions is 1%. These numbers are an arithmetic example, not network performance. When impressions are zero, CTR is unavailable.
Exposure is not a sales promise
Neither a delivery allowance nor a click package guarantees enquiries, purchases or rankings. Review the campaign period, destination page and remaining allowance together.
