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An install or event resulting from a click on an ad or an impression-served.

Rate of users who have clicked and installed. Measured in percentages (1% should be entered as .01).

Is cost per action, where the advertiser only pays when an agreed action has been performed, such as making a purchase, or requesting more information.

The price paid by an advertiser for a single click on its ad that brings the end user to its intended destination.

The price paid by an advertiser for a site displaying their ad 1000 times.

The concept, design and artwork that go into a given ad.

Response rate, calculated by taking the number of clicks the ad received, dividing by impressions and multiplying by 100 to obtain a %.

Daily active user.

DoubleClick Digital Marketing:
An integrated ad-technology platform that enables agencies and advertisers to more effectively create, manage and grow high-impact digital marketing campaigns.

The resulting page an end user sees when they click on an ad.