What is an "impression" or "ad view"?
Every time an advertising vendor or search engine shows your ad, it's called an "impression" or "ad view". This means that if someone has typed one of your targeted search phrases and your ad comes up on the page, one impression or ad view has been created. Impressions do not mean that a person has visited your web site, just that they have seen your ad.
What is a "click" or "visitor"?
If a person clicks on your ad in order to visit your web page, then WebTraffic records that as one "click" or "visitor". The total number of clicks or visitors is called your "web site traffic". These are visitors that have come directly to your web site by clicking on your ad because they are interested in your products or services.