Click-Through: Click-through is the act of clicking on an online advertisement on one page to be redirected to an advertiser's website. These types of ads are often cost per click (CPC) or pay per click (PPC) advertisements, which charge advertisers a fee, paid to the ad's publisher, with each click-through (each time the ad is clicked on).
Click-throughs on websites are measured by a click-through rate, which calculates how many times an ad has been clicked on over how many impressions (views) it has received. Click-through rates are generally seen as reliable in terms of gauging customer reactions because they give a clear indication of whether or not a customer wants to engage with a brand.
A common type of advertisement that can help measure click-through rates is a banner ad (also known as a display ad). However, over time, click-through rates have dropped as these ads have fallen out of popularity. Google and Bing, however, use text-based PPC ads, and because these are mixed in with search engine results, they tend to receive more attention than website banner ads.
Another way that click-throughs are measured is in email marketing, where "clicks" in this case may measure how many emails are opened and how many are bounced. While this method may not offer as much data as search engine advertising, it can help advertisers develop better methods for targeting their customers.