Hits -- A term meaning the number of times a web server has been "hit" by a request for a web page or a graphic image. Usually "hits" mean the number of times a web page has been seen, but to be precise, the better term is "page views or impressions." This refers to the number of times a web page has been requested by the server.

Banner views -- The number of times a banner has been viewed. Closely related to "page views," but some banner server programs don't count the banner view unless the visitor stays on the page long enough for the banner to be fully downloaded from the server.

CPM -- Terminology translated from the print days of advertising, meaning "Cost Per Thousand," using the Roman numeral "M" to stand for one thousand. A price of $15 CPM means, $15 for every thousand times a banner is displayed.

Banner ad -- An ad graphic hyperlinked to the URL of the advertiser. These are usually animated GIF images, though we are seeing an increasing number of MacroMedia Flash banners. The full banner size is 468 x 60 pixels, and most sites limit the file size of the graphic to 12K to 16K. The Internet Advertising Bureau (IAB) specifies eight different "standard" banner sizes.

Click -- When a visitor clicks her mouse on a banner ad, she is transferred to the advertiser's site. The number of responses to a banner ad is sometimes refereed to as the number of "clicks."

Click Throughs -- Same as "click," commonly used to count the number of visitors who click on the banner and are transferred to the advertiser's site.

Click Through Rate (CTR) -- The percentage of click throughs to banner views. A 1% CTR means that 1% of each 1000 banner views (or 10 visitors) have clicked through.

Conversion Rate -- The percentage of shoppers in an online store who actually make a purchase.

Cookies -- Small files written to your computer when you view a banner ad, visit a web site, or put a product in a shopping cart. This helps the banner server to keep from showing you the same ad, or perhaps show you ads you might be more interested in seeing. Cookies also allow an advertiser to track which banner ad a visitor saw that brought him to the advertiser's site, and which banner ads resulted in actual sales.

Creative -- "Ad-speak" for the actual banner graphic.

Run of Site (ROS) -- Refers to displaying a banner ad throughout a website or a banner network with no targeting by keyword or site category. Run of site advertising costs substantially less than more targeted advertising.

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