We’ll start with the easy one: a click is when a user actually taps your link and goes to your page. It counts no matter how long they stay on your site, and doesn’t depend on whether they buy anything or not. An impression, on the other hand, is only when a user should have seen your PPC ad, no matter how they interacted with it. The ratio of clicks to impressions give us a PPC management specialist an idea of how effective the ad is at drawing in potential customers. In a PPC campaign, you pay for clicks, not impressions.