Understand results
Impressions, clicks, leads, and sales: what each tells you
Keep advertising exposure separate from business outcomes.
New to these terms? Browse the advertising glossary, or follow a linked term below.
Separate the events
An impression or view records an exposure according to the platform’s counting rules. A click records an interaction. A lead is a completed action you define, such as a valid enquiry. A sale is a qualifying purchase. One event does not guarantee the next.
Use the right denominator
If a placement reports 1,000 views and 10 clicks, its reported CTR is 1%. This is an arithmetic example, not a benchmark. A lead conversion rate uses the relevant visitors or clicks as its denominator, and the same date range and counting method must be used.
Respect measurement limits
Browser restrictions, repeated visits, bots, time zones, and different definitions can create discrepancies. Record the source of each number. Treat an unavailable outcome as unknown rather than zero, and avoid presenting wallet-funded purchases as external cash receipts.
Your practical next step
Write a short campaign note using this guide: the problem you are addressing, the action you will take, the date, and the evidence you will review. Keep your existing version so you can compare later. If a product rule or measurement is unavailable, mark it unknown and resolve that gap before relying on it.