Impressions vs Clicks: Defining Common Marketing Terminology

If you’re new to the digital marketing arena, then there’s no doubt that you feel intimidated by the sheer number of digital marketing jargon terms that you’re yet unfamiliar with. For anyone who isn’t experienced in the industry, making sense of the marketing terms may seem just as hard as understanding a foreign script.

To help you out, we’ve written this article. In it, we’ll present to you a few of the most important terms in digital marketing that you need to know, and what they mean.

Impressions vs Clicks

Two of the most common terms you’ll come across are impressions and clicks. While it’s easy to confuse the two, the terms actually mean very different things.

An impression is when someone views your ad. They see it, but don’t necessarily interact with it. A click is when someone clicks on your ad to go to the link—it demonstrates interest in the ad.

Click-Through Rate

Now that you know what impressions and clicks are, you can understand click-through rate (CTR). The CTR meaning is relatively simple: it’s the number of clicks you have divided by the number of impressions you have. This gives you the percentage of viewers who click through and view your content.

To maximize traffic, you want to improve click-through rate as much as possible so that more people are interacting with your brand.


SEO, or search engine optimization, is the practice of optimizing a website to increase its rank for specific search terms in the SERPs (search engine results pages). There are several elements that go into a solid SEO strategy, including technical architecture as well as the actual content of your website’s pages.


PPC, or pay per click, is a pricing strategy for advertising packages that you might purchase. With the PPC model, you pay for every click that your advertisement receives. This differs from the CPM (cost per mille) model, wherein you pay for every thousand impressions that your ad receives, regardless of how many people clicked it.

Conversion Rate

A conversion occurs when someone viewing your website completes the desired action. You define that action however you want — it could be someone signing up for an email newsletter or purchasing a product.

Your conversion rate then is the number of conversions you receive divided by the number of overall viewers. It tells you how successful your content is at inspiring the desired action.


KPIs, or key performance indicators, is an umbrella term for the metrics that you hold near and dear to your organization. They tell the story of whether or not your marketing is being successful.

Know Your Marketing Jargon

There you have it. Now that you know your marketing jargon such as impressions vs clicks, you should be far better equipped to be a productive marketer!

For more advertising and marketing advice, be sure to take some time to check out the rest of the articles available to read on the website before you leave!

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