CTR (click-through rate)
The percentage of people who click an ad or link after seeing it.
Definition
Click-through rate divides clicks by impressions. If an ad is shown a thousand times and clicked ten times, CTR is one percent. It measures how attractive an ad or listing is to viewers, and it is used to test headlines, images and offers. A high CTR is useful only if the landing experience delivers; otherwise it just buys unproductive visits. Typical rates vary widely by channel, format and industry, so compare with your own history. A sudden jump in CTR sometimes reflects misleading ad copy, so check conversion and bounce data before celebrating.
In a sentence
A sharper headline lifted the ad's CTR.
The high CTR did not translate into sales because the landing page was confusing.
