Traffic. Opportunities and pitfalls

A code fragment with a user’s information that was collected during their visit to the website. Cookies are often used in online marketing to identify which publisher brought in a client.

The period during which a cookie file is stored in a user’s browser. Once this period ends, the cookie file is deleted.

A list of keywords used when setting up contextual ads to prevent them from being shown for non-target requests. This allows for better targeting, reduces a publisher’s expense on non-target clicks, and boosts an ad’s CTR.

The ratio of users who click a specific ad to the number of total users who see this ad. The number of clicks helps analyze the click-through rate of various elements. This is an essential tool for analyzing new functions.

The average cost per click. Basically, it’s the funds you spend divided by the number of actual conversions.

This is the ratio of target actions to the total number of conversions to the advertiser’s page expressed as a percentage.