Glossaryadvertising metricscampaign performance

Click-Through Rate (CTR)

CTRclick-through ratead impressionsclicksad performanceperformance measurement

Click-Through Rate (CTR)

Also known as: CTR

Click-through rate is the percentage of ad impressions that result in a click. It is calculated as:

CTR = number of clicks ÷ number of impressions

CTR is one of the core metrics for evaluating ad performance. A high CTR generally indicates that the creative is compelling and resonating with the target audience. A low CTR is often a signal to revisit the offer, copy, or visual elements of the ad — any of which may not be connecting with viewers.

Impression
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Fill Rate
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