This small article aims to help you understand all the online marketing jargon.
A page impression can refer to either the web page, itself, or the banner shown on the webpage. In the latter case, a page impression is the delivery of a banner while a user is visiting a page of a website.
The capping limits how many page impressions are delivered to each unique visitor. This increases your CTR and ROI by reaching more different people instead of showing the same banner to the same person.
The CTR (click-through rate) represents the percentage of total impressions that clicked on a banner, and is calculated by dividing how many people clicked on your banner by how many people saw it (a page impression) – it usually ranges from 0.1% to 2% depending on targeting, banner format and appearance, and several other factors.
The CPM (Cost per thousand impressions) is the cost of 1,000 page impressions.