Click-Through Rate (CTR)
What is Click-Through Rate (CTR)?
Click-Through Rate (CTR) is the percentage of people who click on a link, ad, or CTA after seeing it.
It measures how effective your content is at driving engagement.
How is CTR calculated?
CTR = (Clicks ÷ Impressions) × 100
For example, if an ad gets 5 clicks from 100 views, the CTR is 5%.
Why is CTR important?
CTR shows how well your message or offer captures interest.
A high CTR usually means your content is relevant and compelling to your audience.
What is a good CTR?
A good CTR varies by platform and industry, but generally:
- Google Ads: 2–5%
- Email campaigns: 1–3%
- Display ads: 0.5–1%
Context matters—benchmark against your past performance and competitors.
What affects CTR?
Factors include headline quality, call to action, visuals, targeting, ad placement, and relevance.
Small changes in copy or design can significantly impact CTR.
How can you improve CTR?
Use strong CTAs, compelling headlines, relevant targeting, and A/B testing.
Ensure your message matches user intent and stands out in the feed or inbox.
Is a high CTR always good?
Not always—if clicks don’t lead to conversions, a high CTR may just mean your ad is misleading.
CTR should be evaluated alongside metrics like bounce rate and conversion rate.
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