CTR (click-through rate)

What CTR (click-through rate) means, why it matters for marketers, and where it shows up in practice.

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Definition

CTR is clicks divided by impressions. If an ad was shown 2,000 times and clicked 60 times, its CTR is 3%.

Also called click-through rate

MegaMCP glossary32 terms

Explained

CTR signals how relevant an ad is to the people who see it, and it feeds into ad quality measures such as Google's expected CTR. Compare CTR within the same campaign type and position; search and display CTRs live on different scales.

On Meta, a falling CTR alongside rising frequency is a classic sign of creative fatigue.

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