Clicks and Impressions and Conversions, Oh My!

So, you want to add digital advertising to your media mix? Great! Whether you’re brand new to digital, just getting by or have been running digital campaigns for a few years, our team can to help amplify your efforts. At Trilix, our media team are experts in all things digital — from digital video to display, search engine marketing and retargeting — and want to help you get the most out of your campaign dollars. The below terms are handy to know when you first start discussing your goals for an upcoming digital campaign. Keep this list in your back pocket for any paid media conversations you’ll be having!

Media teams will mention many industry terms in a media plan. Here are a handful of key terms, an explanation of what they mean and what they do for your campaign.

Impression: The number of times your ad is seen. For example, if your campaign served one million impressions, it was seen one million times over the course of the campaign. Impressions are important to keep in mind for awareness campaigns — the more (qualified) people that see your ad, the better!

Clicks: The number of times a person physically clicked on your ad. Sure, you were taught not to click ads when online advertising first started. But, chances are, the ad you see was tailored toward your preferences. Go ahead and click — you may just realize that product or service was just what you needed. Clicks are one of the main key performance indicators (KPI!) for digital campaigns. It shows who engaged with your creative.

Click Through Rate: also known as CTR, this measurement shows the number of clicks compared to impressions served, presented in percentage form. Industry average click through rate across digital display campaigns is 0.08 percent. At Trilix, we don’t want to be average. We strive for CTRs above industry average for all our clients.

Retargeting: A form of targeted advertising that serves ads to consumers based on their previous internet actions. For example, if you’re looking for basketball shoes on, you’ll likely see that same pair of shoes elsewhere on the web as a reminder to purchase those shoes.

Conversions: This is how we track how you’re going to get your money back! We’ll define conversions as users taking some sort of action (filling out a form, making a purchase, submitting their email address, etc.) that has a trackable value to your company.

Pixels: A small line of code that goes on your website. Pixels help us track conversions, allow retargeting campaigns to work and collect non-identifiable data, such as browsing history, to build audiences similar to users who convert.

Pay Per Click (PPC): Exactly how it sounds. This tactic is one way to pay for a digital campaign — paying per click earned. If 10 people click on your ad and your cost per click (CPC) was set at $2.00, you’ll only pay $20.00 for those earned results.

Cost Per Thousand (CPM): Another way to pay for a digital campaign is by cost per thousand impressions. For example, if your cost per thousand impressions seen is $5.00 and your campaign served 100,000 impressions, your total campaign cost would be $500.

Working with a dedicated team has its benefits. While your team will be the experts in planning, buying and implementing the campaign, it’s important that you, the customer, understand what you’re getting. Having these key terms in your back pocket can help you ask the right questions and open the line of communication even further with your agency.


Need help in the digital space? We’re ready to help you! Contact Trilix today to learn more about our media team, and see what type of plan would best fit your objectives and goals.

Trilix is a fully integrated marketing agency

  • Brand Development
  • Strategic Planning
  • Creative Development
  • Interactive Marketing
  • Media Placement
  • Website Development
  • Content Marketing
  • Event Planning
  • App Development

We create uncommon results by building brands on a personal level. If you’d like to know more, we’re here. Just ask.

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