Click Through Rate (CTR)

Click-through-rate is the average percentage of clicks that get through to their destination.

This metric gives you (and the algos) an idea of how much interaction an ad, its content, and timing, is generating.

:warning: The actual CTR calculation is number of clicks divided by impressions, so bear in mind that this metric is also subject to reliability/reporting issues inherent in determining “what” constitutes an impression.

:hot_pepper: Here’s how Google, Facebook, and TikTok interpret CTR.