Click-Through Rate (CTR)
The percentage of people who click on a link, ad, or call-to-action out of the total who viewed it.
Why it matters
CTR measures how compelling your messaging and creative are. Higher CTR means more efficient ad spend, better quality scores, and lower costs per click on most platforms.
Formula
Divide the number of clicks by the total number of impressions (views), then multiply by 100 for a percentage.
Calculator
What's a good CTR?
Google Search: 3-5%. Display ads: 0.5-1%. Email: 2-5%. Social media: 0.5-2%.
Related metrics
CVR
MarketingThe percentage of visitors or leads who complete a desired action, such as making a purchase or signing up.
CPC
MarketingThe average amount you pay each time someone clicks on one of your ads.
ROAS
MarketingThe revenue generated for every dollar spent on advertising, measuring the effectiveness of ad campaigns.