Click-Through Rate (CTR)
CTR indicates how effectively a link, ad, message, or call to action prompts immediate interaction. It is calculated as clicks divided by eligible impressions, multiplied by 100. The metric should be interpreted with conversion quality, placement, audience, and accidental-click risk. A higher CTR is not necessarily better if the clicks do not lead to useful downstream outcomes.
What is Click-Through Rate (CTR)?
Click-Through Rate (CTR) is the percentage of impressions, views, or delivered messages that result in a click.
Why it matters
CTR indicates how effectively a link, ad, message, or call to action prompts immediate interaction. It is calculated as clicks divided by eligible impressions, multiplied by 100. The metric should be interpreted with conversion quality, placement, audience, and accidental-click risk. A higher CTR is not necessarily better if the clicks do not lead to useful downstream outcomes.
Example
An email is delivered 50,000 times and receives 2,500 unique link clicks, producing a 5% unique CTR.