Click-through rate (CTR) is the ratio of users who click on a specific link to the total number of users who view a page, email, or ad. It is expressed as a percentage and is used to measure the effectiveness of online advertising and email campaigns.

CTR is calculated as clicks divided by impressions, multiplied by 100. A high CTR indicates that the content or ad is relevant and compelling to the audience. CTR varies by channel, industry, and placement, and it is often used alongside conversion rate to evaluate campaign performance.

Key points

• Clicks divided by impressions
• Measures ad or email effectiveness
• High CTR suggests relevance
• Used with conversion rate