Web to the Max

■ Clicks, impressions and clickthrough rate: These metrics measure the level of interaction visitors are having on your site and the effectiveness of the links on a page. Clicks tell you how often a visitor clicks on a link, image or banner ad on your Web site, while an impression tells you how many times a page loads on a user’s screen. The CTR is the number of clicks, divided by impressions, for a particular ad, image or link, and is used to put these two metrics in relation to each other. A high ratio means visitors are very engaged with your site.