In connection with advertising campaigns, a click is an essential e-commerce metric that indicates that someone selected an advertisement by clicking on it. Clicks can be generated in banner advertisements (display), PPC campaigns and other types of marketing communication.
A common misunderstanding is that the number of clicks equals the number of visits. The reason why this is not true is that visits are a web analytic metric based on identifiers such as cookies. This means that many clicks from the same person can be a part of one visit (also known as a session).
Moreover, clicks are counted in the moment of clicking regardless if the target website was loaded correctly or not. Therefore, the number of Clicks in reports from marketing platforms is typically different (higher) than the number of visits (sessions) in web analytic tools for the same specified frame.


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