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Need clarifications on some terms related to AD

I Need to know about the terms related to AD's.

And other rating (if any exists) on which money is given to an ad.


CPC - Cost per Click

You will get earning per click..

CPM or CPI- Cost per Thousand Impression

You will get amount per thousand ad views.

CTR - Click Through Rate

CTR = CPC divided by CPM

Here is some more :

CPS - Cost Per Sale

CPL or CPA - Cost Per Lead (Forum Filling on Advertiser site)

Pay Per Call - Paid for every call placed to a customer care.

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Which is best ?CPC, CPM or CTR ?



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