Glossary
CTR (click-through rate)
Definition
CTR is the share of people who click a link, an ad or a search result out of everyone who saw it: clicks divided by impressions.
Example
An ad shown 10,000 times and clicked 300 times has a CTR of 3%.
Common mistakes
- Celebrating a high CTR while nobody who clicks sends a request.
- Comparing CTR across platforms and formats — search, social and banners have very different norms.
- Writing clickbait headlines that raise CTR and disappoint on the page.
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