Click-Through Rate (CTR)

Calculated as clicks divided by impressions, click-through rate (CTR) is an important advertising metric and is usually expressed as a percentage. For example, if an ad received 8 clicks from 200 impressions, its CTR would be 4% (8 ÷ 200 × 100).

By measuring the percentage of impressions that resulted in a click, advertisers can determine the success of each ad in fulfilling its primary job – engaging users.