Paid Media

Click-Through Rate (CTR)

Also: CTR

The percentage of people who click your ad after seeing it, a measure of how compelling and relevant the ad is to its audience.

Why it matters

CTR is a fast read on whether your creative and targeting resonate, and it often influences ad costs, since platforms reward relevance.

How it is calculated

CTR = (clicks / impressions) x 100.

What good looks like

A good CTR varies by channel and format; what matters is that a healthy CTR is paired with quality clicks, since a high CTR on the wrong audience just buys expensive bounces.

Related terms

Cost Per Click (CPC)Quality ScoreCreative TestingAudience Targeting
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