click – someone clicks on a link, banner or any other advertising material. This click is tracked and creates the transaction „click“. The click can have an value if it’s assosiated with a CPC deal.
impression/view – a banner or rich media material is called from a server. This creates an impression or view. This view is can have a value if its associated with a CPM deal.
lead – a lead is a completed transaction that needs to be confirmed by the advertiser.
sale – a sale is a completed transaction (e.g. someone buying goods) that needs to be confirmed by the advertiser.
app download/install – an app download or install is a transaction that is recorded if someone downloads an iOS or Android application (short for „app“)