Impressions
Impressions count how many times an ad was displayed to users on the internet — in other words, how often users were visibly exposed to the ad. In display advertising, “visible” means, for example, that the banner was shown in the visible area of the screen for at least 2 seconds.
Clicks
Clicks measure how many times an ad was clicked. If a user sees the ad and is interested, they can click on it and will then be redirected to the target page or landing page.
Click-through rate (CTR)
The click-through rate (CTR) describes the relationship between impressions and clicks — in other words, the percentage of users who saw the ad and also clicked on it.
The relevance of the CTR should always be considered in relation to the target page or landing page. For example, if a user sees an ad for a T-shirt but cannot purchase it in the online shop on the target page or reserve it in a local store, the click may be less relevant than the impression. Even without clicking, the user may remember the ad and therefore also the local store in their area, which they might visit the next time they are in town.
Target page & landing page
The target page and landing page are the webpages users are directed to after clicking on an advertisement. In online marketing, the general term used is target page.
A landing page is a special type of target page because its content is specifically tailored to the advertisement or campaign topic. On the axregio platform, for selected advertising topics you have the option to create a landing page with content that matches the chosen campaign topic, including your location and your logo, and use it for your campaign.