Click-Through Rate (CTR)
Percentage of ad views that result in a click.
Formula
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Example
50 clicks on 10,000 impressions → CTR = 0.5%
How it works
Click-through rate tells you what fraction of times an ad, link, or post was shown that it actually persuaded someone to click. The formula works because it compares the number of clicks to the total number of impressions, so dividing clicks by impressions gives the share of views that became clicks; multiplying by 100 converts that share into a percentage. A higher CTR usually means the content is more relevant or attention-grabbing for the audience.
When to use it
Use CTR when evaluating online advertising, email campaigns, search ads, or social media posts where you want to know how effectively views are turning into clicks. It is useful for comparing different ads, headlines, or audiences even when they have different numbers of impressions.
Worked example, step by step
An ad is shown 2,500 times and gets 75 clicks. CTR = (Clicks ÷ Impressions) × 100 CTR = (75 ÷ 2,500) × 100 CTR = 0.03 × 100 CTR = 3% So, the click-through rate is 3%.
Common mistakes to avoid
- Using the number of clicks as the percentage without dividing by impressions
- Forgetting to multiply by 100 after calculating the fraction
- Mixing up clicks with impressions or using the wrong total count
Did You Know?
Average display-ad CTR is well under 1% — often around 0.05%.
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