Measurement
Cost Per Click
The average amount an advertiser pays each time someone clicks a placement.
What it means in practice
Cost per click divides applicable media spend by the clicks recorded for the same scope. Results depend on the platform's click definition and can reflect both auction costs and creative response.
Why it matters
Cost per click shows whether a placement is generating site traffic within the campaign's acquisition budget.
How it is used
Media buyers use cost per click to identify creator ads that deserve more spend or creative testing.
Also called
CPC