There is so much jargon and so many acronyms surrounding the banner advertising industry that a little primer is helpful for beginners.
  Below are some of the most common terms and phrases you need to know: Banner advertisement - a graphic image hyperlinked to the advertiser's URL.
Banner ads can be static or animated and come in a wide range of sizes and shapes Banner views - the number of times a banner ad is viewed on a specific website.
  This is generally a similar number as the page views for that page.
Click - occurs when a website visitor puts his or her cursor over the banner ad and clicks on it to navigate to the advertiser's website Click through rate (CTR) - a percentage that reflects the number of clicks compared with total banner views.
  A click through rate of 2 percent means that for every 1,000 visitors, 20 click on the ad Cost per thousand (CPM) - refers to the price of the ad per thousand times the banner ad is displayed on a website.
  A CPM of $20 means that the ad costs $20 for each thousand people who view it.
Conversion rate - the number of visitors on a page who make a purchase or take another desired action (such as filling out on opt-in form to subscribe for an e-mail list) Hits - a generic term that generally refers the number of time a server requests a web page; however, most hits are for images, making this an inaccurate predictor of true traffic.
  The word "hits" is often used interchangeably with page impressions/page views Page impressions/page views - the number of times a server requests a web site