The number of ad clicks is given in relation to the ad impressions, the visual contacts, or also the cost per click( CPC). For example, if an ad banner is displayed 100,000 times and clicked on 2,400 times, the ad click rate is 2.4%. The ad clicks measured by an ad server are made available to the advertiser.
Ad clicks are used to determine the efficiency of online advertising in terms of the content, graphics and typography of an advertising banner or campaign and are used to optimize advertising costs. An ad click is only included in the calculation if the landing page has been fully loaded by the prospective customer. If the loading process is aborted, no evaluation takes place.