Click-Through Rate (CTR) measures the percentage of users who clicked on a link, ad, or call-to-action compared to the number of times it was viewed (impressions). It reflects how compelling and relevant your content is to your audience.
CTR is calculated by dividing the number of clicks by the number of impressions, then multiplying by 100 to get a percentage.
Click-Through Rate (%) = (Total Clicks ÷ Total Impressions) × 100
Click-Through Rate (%) = (Total Clicks ÷ Total Impressions) × 100
If an ad received 5,000 impressions and 250 clicks, the CTR would be 5%.
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A good CTR depends on the channel and industry, but generally, 2–5% is a solid benchmark for paid ads and email campaigns. Higher CTRs typically indicate effective messaging and audience targeting.
A low CTR may signal that your ads, subject lines, or calls to action are not compelling or relevant to your audience. It can result in lower ROI and wasted spend.
Strong calls to action drive clicks. Use action verbs and highlight value to guide user behavior.
A/B test ad visuals, headlines, and copy to identify what resonates best with your audience.
Make sure your content is shown to users who are most likely to be interested, improving relevance and click-throughs.
