Click

Detailed explanation

A Click is the event logged when a user actively clicks or taps on an ad unit and is redirected to the advertiser's intended destination, typically a landing page. It is one of the clearest signals of user intent available in digital advertising, since it requires a deliberate action rather than passive exposure, which is why it underpins pricing models like CPC (cost per click) and performance metrics like CTR (click-through rate).

A click, however, only measures interest in the ad itself — it says nothing about what happens after the user lands on the destination page. A high click volume paired with a low conversion rate usually points to a mismatch between the ad's promise and the landing page experience, or to low-quality or accidental clicks (including bot or fraudulent traffic), rather than genuine buying intent.

Because of this, clicks are almost always analyzed in a funnel context alongside downstream metrics: conversion rate, cost per acquisition, and time-on-page after the click. Optimizing for clicks in isolation, without checking what happens next, is one of the more common ways digital campaigns waste budget while appearing to perform well on the surface.