CTR · Click-through rate
In plain terms
Out of a hundred people who see your ad, how many click.
Formula
Technical meaning
It indicates how relevant an ad is to the audience seeing it. A high click-through rate followed by a low conversion rate signals a mismatch between the ad and the landing page. It is compared between ads in the same campaign, not between channels.
Formula
CTR = clicks ÷ impressions × 100
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