Paid media basics
Click-through rate (CTR)
The share of people who saw an ad and clicked on it.
What it is
CTR is a quick read of how relevant and interesting an ad is to the people it reaches.
Why it matters
For lead generation and e-commercePlatforms reward ads people engage with, so a higher CTR often lowers the price of each impression or click.
How it is measured
Formula
CTR = clicks / impressionsDivide clicks by impressions.
A common mistake
Treating CTR as the goal. Curiosity clicks raise CTR and lower conversion rate; the ad that wins customers may have a modest CTR.