Advertising glossary
The words you will meet when you book a campaign, in plain language.
Last updated 28 October 2026
- Impression (view)
- One time an ad is shown. On induwara.lk a view only counts, and is only charged, when at least half the ad is on screen for one full second.
- CPM
- Cost per mille: the price for 1,000 views. If the CPM is Rs 200, one view costs Rs 0.20.
- CPC
- Cost per click: the price you pay each time someone clicks. Search advertising usually works this way.
- CTR (click rate)
- Clicks divided by views, as a percentage. 5 clicks from 1,000 views is a CTR of 0.5%.
- Creative
- The ad itself: the picture, the words and the button.
- Landing page
- The page a person arrives on after clicking. It should match the ad and have one clear next step.
- Campaign
- One booking: an ad, the spaces and hours, the dates and a budget.
- Flight
- The dates a campaign runs, from its first day to its last.
- Budget
- The most a campaign can spend. A prepaid campaign cannot go over it.
- Prepaid
- You pay before the campaign starts and money is used only as the ad is seen. Unused money is returned.
- Pacing
- Spreading a campaign's views evenly across its dates, so it does not use all its money in the first hour.
- Frequency cap
- A limit on how many times the same person sees the same ad in a day.
- Conversion
- The thing you want after the click: a call, a message, a booking or a sale.
- Invalid traffic
- Views or clicks from robots, repeat refreshes or fraud. They are not charged.
- Placement (space)
- Where on a page an ad appears: for example the sidebar or inside the content.
- House ad
- What a site shows in a space that nobody has booked, such as our own “Ad space available” card.
- Sponsored
- The label that marks a paid ad so readers can tell it from the site's own content.