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CTR (click through rate)

CTR is the share of impressions that ended in a click. It shows how well an ad earns attention, not how well it sells.

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Definition

CTR is the share of impressions that ended in a click. It shows how well an ad earns attention, not how well it sells.

FormulaCTR = clicks / impressions

Example with made-up numbers: An ad gets 40,000 impressions and 600 link clicks. CTR = 600 / 40,000 = 1.5 percent.

How to use it

Platforms report several versions, for example all clicks and link clicks only. Pick one, write which it is, and use it for every client so the numbers can be compared.

A high CTR with weak sales often points at a mismatch between the ad and the page behind it.

Related terms

CPM CPC Conversion rate

Go deeper

Creative fatigue signals and what to do about them

Fatigue rarely shows up as one big drop. It shows up as several small signals that move together.

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