Glossary · Platforms and measurement
CTR
Click-through rate: the percentage of impressions that end in a click.
In detail
CTR is calculated by dividing clicks by impressions and multiplying by 100. It measures how many people who saw the ad clicked on it.
It is useful for comparing creatives against each other (which headline performs better?), but not so much for judging an entire campaign: a low CTR doesn’t mean the ad failed to make the brand memorable.
Example
30 clicks ÷ 10,000 impressions × 100 = 0.3% CTR.