# Understanding Clicks

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.

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<summary>Raw clicks</summary>

*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.

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<summary>Unique clicks</summary>

*Unique clicks*, or simply *clicks*, is a subset of *raw clicks*, where *repeated clicks* have been filtered out. impact.com uses the [IAB](https://en.wikipedia.org/wiki/Interactive_Advertising_Bureau) 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.

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<summary>Payable clicks</summary>

*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.

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