What is CTR (Click-Through Rate)?

CTR (Click-Through Rate) is the share of clicks relative to ad impressions. It measures how well the creative and targeting engage users before the landing page or tracker. In media buying, CTR is an early creative-quality signal; final funnel judgment uses CR, EPC, and ROI.

Formula

CTR = (Clicks ÷ Impressions) × 100%. Example: 500 clicks on 50,000 impressions → CTR = 1%.

Where to measure

Ad accounts (Meta, Google, TikTok) compute CTR from their clicks and impressions. Trackers count clicks after redirect; discrepancies arise from lost clicks, bot filters, and attribution windows.

Benchmarks and context

“Good” CTR depends on format: search 3–10%+, display 0.1–0.5%, social video ties to completion rate. High CTR with low CR often means clickbait or landing mismatch. Low CTR with high CR is rare but possible on narrow targeting.

Related metrics

Under CPM billing: CPC ≈ CPM ÷ (CTR × 1000) when CTR is a decimal (1% = 0.01). Example: $10 CPM, 1% CTR → CPC ≈ $1. Higher CTR at the same CPM lowers CPC. For arbitrage, EPC > CPC and positive ROI after postback matter more.