PPC means Pay per Click. In PPC marketing, advertisers have to pay a certain fee whenever their ad either picture or text gets clicked by a user / customer. It is one of the most frequent means of marketing for generating traffic towards a web page or APP install link.
The most important metric to take care of is the CPC for the AD campaigns. CPC refers to cost incurred per click of your ad. Related metrics are CTR – Click through Rate, it refers to the total number of times the ad is clicked with respect to the total number of impressions it had on the advertisers channel. An impression is an event when an ad is displayed to the customer while they are surfing any of the advertising channels.