Which statement best describes the relationship between impression-based and click-based advertising metrics?

• A. Impressions measure views; clicks measure user interactions; both inform reach and engagement, but only clicks tie to traffic.
• B. Impressions measure clicks, while clicks measure views.
• C. Both metrics only measure engagement but neither relates to traffic.
• D. Impressions and clicks both measure traffic equally.

Answer: (A)

Impressions show how many times an ad is shown, reflecting reach and visibility to the audience. They capture exposure, not necessarily what users do next. Clicks, on the other hand, record when a user actively engages by selecting the ad, which not only signals engagement but also creates a path to your site, contributing to actual traffic. So together they cover different parts of the customer journey: impressions indicate exposure and potential engagement, while clicks demonstrate real interaction and drive traffic. This is why the best statement pairs impressions with views/visibility and clicks with interactions, noting that only clicks move users toward your site.