Planning help
Read a report without mixing its measures
Definitions should stay close to the numbers they explain.
Impression, click and visit
An impression is an appearance recorded by a particular source; a click is a recorded selection; a visit is a session defined by the measurement system. Different sources may count them differently.
Inquiry and accepted receipt
A submitted request, durable stored record, delivered notification and owner-retrieved inquiry are separate states. Ask which one the report can prove.
Conversion and contribution
A conversion is a specifically defined action, not automatically a sale. Contribution is revenue less the direct costs included in the model; always inspect that definition.