Definitions

CPA

Cost per action or CPA is a model where the advertiser pays for each specified action, for example a purchase / a form submission / a mobile text message and so on, linked to the advertisement. If you want to run a CPA campaign, you must be able to place our tracking pixel on your conversion page.

CPC

Cost per click or CPC is the amount of money an advertiser pays for a single click on its advertisement that brings one visitor to its website. The advertiser only pays for the ad when the desired action has occurred. If you want to run a CPC campaign, we must be able to track clicks on your creatives or ad codes.

CPL

Cost per lead or CPL can also been seen as CPA. Cost per action or CPA is a model where the advertiser pays for each specified action, for example a purchase / a form submission / a mobile text message and so on, linked to the advertisement. If you want to run a CPA campaign, you must be able to place our tracking pixel on your conversion page.

CPM

Cost per mille or CPM, is a commonly used measurement in advertising. In Latin ‘mille’ means thousand, therefore, CPM means cost per thousand ad views.

CPS

Cost per sale or CPS can also be seen as CPA. Cost per action or CPA is a model where the advertiser pays for each specified action, for example a purchase / a form submission / a mobile text message and so on, linked to the advertisement. If you want to run a CPA campaign, you must be able to place our tracking pixel on your conversion page.

creative

A creative is what is displayed for advertisers on publishers' traffic, like banners, text phrases, flash animations, etc.

CTR

Click-through rate or CTR, is a way of measuring the success of a campaign. A CTR is obtained by dividing the number of users who clicked on an ad by the number of times the ad was delivered (impressions). For example, if an ad was delivered 100 times and one person clicked on it, the resulting CTR would be 1 percent (%).

dCPM

dCPM also known as Dynamic CPM. With dynamic cost per mille or dCPM the advertiser pays a dynamic average price per one thousand impressions. The advertiser might bid $0.25 for one impression and $2.00 on another, with the price varying from bid to bid. The actual price depends on the predicted value of each individual impression.

Frequency Capping

Frequency capping lets our system control how often a single visitor can view that certain campaign or ad (served by us). For example, a campaign with a frequency cap of 1/24h can be shown no more than once per day, per user. Even when a user is serving multiple websites from our network, frequency capping will still be active.

Invocation Codes

Invocation Codes are small snippets of code which publishers place in the code of their traffic sources to call to our servers to display ads for a particular Ad Zone. Each Ad Zone has its own Invocation Code. To allow our system to work on any website we provide codes in all the most popular formats: ASP, Cold Fusion, JavaScript, PHP, and IFRAME. Generally speaking we recommend using IFRAME Invocation Codes unless a Publisher plans to run HTML Creatives which vary in dimensions in which case we recommend JavaScript Invocation Codes. IFRAME and JavaScript invocation codes put all the work of processing the Advertisement Zone on our servers and require none of the publisher’s server’s resources.

PPC

Pay per click or PPC can be described as CPC. Cost per click or CPC is the amount of money an advertiser pays for a single click on its advertisement that brings one visitor to its website. The advertiser only pays for the ad when the desired action has occurred. If you want to run a CPC campaign, we must be able to track clicks on your creatives or ad codes.

ROI

ROI, Return on Investment, is the ratio of money gained or lost on an investment relative to the amount of money invested. ROI is expressed as a percentage in BannerConnect reports.