Marketing glossary

The numbers every ad account shows you, explained the way you would use them at work: what they mean, how to calculate them, and where people go wrong.

• CPM (cost per thousand impressions)What you pay for your ad to be shown 1,000 times.
• CTR (click-through rate)The share of people who click after seeing your ad.
• CPA (cost per acquisition)What you pay in ads for one sale, sign-up or lead.