When working with cost per click (CPC) advertising, you may hear terms like raw clicks, unique clicks, and payable clicks. These terms are important to properly manage a CPC campaign.
Raw clicks is a count of all the clicks that are associated with a partner. This count includes all clicks, even repeated clicks. Raw clicks is a broad measure of attention, but is not used for billing because it includes too many clicks that should be filtered out.
Unique clicks, or simply clicks, is a subset of raw clicks, where repeated clicks have been filtered out. impact.com uses the IAB ![[External link]](https://paligoapp-cdn-eu1.s3.eu-west-1.amazonaws.com/impact/attachments/f01cdffa431a4d75ff09c130b66974d4-b8ebe06c75d53cc8d24756ae9b7589e2.svg)
standard to define a unique click within a 30 minute rolling window, so if a single user makes 2 clicks within 30 mins, only 1 will be recorded as unique and the other as a duplicate.
Payable clicks is a count of the clicks that match the rules set in the template terms between brand and partner. A click will only become payable when the template term rules state that payment should be made.