What is a click-through rate?

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Click-through rate, or CTR, is a marketing metric that shows the percentage of users who click on a specific link, ad, or email compared to the total number of people who saw it. It’s widely used in digital advertising and email marketing to measure how effective a campaign is at capturing attention and encouraging action. A high CTR often means that the message is relevant, the creative is engaging, and the offer is appealing to the target audience. In pay-per-click (PPC) campaigns, a strong CTR can improve ad ranking, reduce cost-per-click, and increase return on investment, while in email marketing, it signals strong engagement with content and calls to action.

How do I calculate click-through rate?

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Click-through rate is calculated by dividing the number of clicks by the number of impressions and then multiplying by 100 to get a percentage. The formula is: CTR = (Total Clicks ÷ Total Impressions) × 100. For example, if a digital ad receives 300 clicks out of 10,000 impressions, the CTR would be 3%. This formula applies across different digital channels, including emails, banner ads, search ads, and social media promotions. Tracking CTR helps marketers understand which ads, messages, or formats perform best, allowing them to refine their campaigns and improve overall engagement and conversion outcomes.

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