Management and Organizational Studies 3325A/B Lecture Notes - Lecture 8: Purchase Funnel, Switching Barriers

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3325A/B
• Professor: Adam Caplan

Document Summary

Impression a single instance of an advertisement being displayed. Unique impression a measure of the number of individual people who see an advertisement being displayed, regardless of how many times that individual has viewed the same advertisement. Reach estimated number of the potential customers it is possible to reach through an advertising medium or a promotional campaign. Frequency the number of times that an advertisement is seen, on average, by each unique impression. Visitors a measure of the number of people who visit a website over a defined period (usually 1 week or 30 days), counted every time they visit. Unique visitors a measure of the number of individual people who visit a website over a defined period (usually 1 week or 30 days) counted only once, regardless of how many times they visit. Traffic a measure of the volume of activity on a website. Refers to a variety of metrics including visitors, unique visitors, page views, hits, etc.