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The ratio of conversions for an ad campaign compared to the total number of views or interactions with that ad. A conversion can be defined in several different ways, but is often related to the sale of a product or service.

Hypertext Markup Language, or HTML, is a coding language for items displayed in a web browser. HTML is the underlying coding language behind a lot of what you see on the internet.

Importantly, HTML often doesn’t operate alone to describe web elements. Complimentary languages such as CSS are often used to define the visual attributes, while HTML defines overarching site structure and metadata.

B2C stands for Business to Customer, and refers to products or services sold directly to individuals who are the users of the product. Major retailers for things like clothing and hobby goods are examples of B2C businesses.