The process of clicking through an online advertisement to the advertiser's destination.


While the click-through is often the most immediate response to an advertisement, it is not the only interaction. Visitors may choose to type a company's URL directly into the browser bar, or type the company's name into a search engine box. This assumes, of course, that the company's name and/or URL appears in its advertisements.

Accurate counting of click-throughs involves excluding "robot clicks" and duplicate clicks. This takes on added importance when click-throughs are used as the measurement on which payment is based.