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Click-through rate, or CTR, is the percent of users who click on an advertisement. It is a metric used by online advertisers and marketers to gauge the efficiency of campaigns and advertisements.

The rate is a percentage, created by dividing the total number of impressions – or user views – by the total number of clicks. If 1000 people viewed an ad, and 7 clicked the ad, then the CTR would be 0.7%. Higher CTRs, obviously, indicate a more successful campaign, though a number of factors could impact the CTR, including ad design, text, the audience, and the context of the ad.

Marketers use variables such as a CTR to improve advertising campaigns, website designs, email campaigns, and so on.

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CTR