Ad/Banner Management Software – Software or a web-based service that send ad images to the users computer and carefully tracks the number of impressions and clicks.

Banner – A graphical online ad sized at 468×60 pixels. A wide variety of standard sizes exist for graphical ads each with different names, but banner could be used as a synonym for other graphical ad units.

Beacon – A small transparent 1×1 pixel image that is show to web users to track their progress or actions in an ad campaign or other web site activity.

Click – An action taken after viewing an online ad, usually leading to a view of the advertisers web site, or some other desired landing page.

Cookie – A small file stored by a web site on a users computer to track their usage of the web site and customize the site experience based on user tendencies. Cookies allow sites like Amazon to recommend new books by your favorite author.

Inquiry – Same as Lead

Impression – A single potential view of an ad. This is not the same as actual views, because an ad may be out of view or not seen by a reader or web user.

Lead – An inquiry about your college programs. Leads for colleges are potential students that have expressed an interest in learning more about the college and its programs.

Log Analysis Software – Software that reads and analyzes server log files to provide usable reports to technical and management staff.

Server Logs – Electronic records of user actions on your web site. Depending on the type and setup of your web server they may provide a very comprehensive view of user activity including page views, referring sites, errors and other valuable information.

Tracking - The ability of online advertising to measure every step of the advertising process from impression to click to action to advertiser revenue. Tracking is done with server logs, ad management software, and other software packages.

Unique User – A view of your web site by a unique person. Multiple visits in that time period, by the same person, count as a single unique user. You can get this number from your server logs.

Web Server – The software that runs on the server (computer) to display your web site. Also the name of the physical server(s) that hosts your web site (using the web server software).