Basic

Click-Through Rate (CTR)

Percentage of ad views that result in a click.

Formula

CTR = \frac{\text{Clicks}}{\text{Impressions}} \times 100

Variables

ClicksNumber of clicks

ImpressionsNumber of times shown

Example

50 clicks on 10,000 impressions → CTR = 0.5%

Did You Know?

Average display-ad CTR is well under 1% — often around 0.05%.

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More in Media & Data

Gross Rating Points (GRP)

Total advertising weight of a campaign against the whole audience.

Target Rating Points (TRP)

Advertising weight counted only within the specific target audience.

Television Rating (TVR)

Share of all potential viewers watching a particular programme.

Cost Per Mille (CPM)

The cost of reaching one thousand impressions.

Cost Per Rating Point (CPP)

How much it costs to buy one rating point of audience.

Cost Per Click (CPC)

Average amount paid for each click on an ad.