Performance

CTR (Click-Through Rate)

CTR is the percentage of people who click an ad or link after seeing it, calculated as clicks divided by impressions.

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Definition

Click-Through Rate measures how often people who see your ad or link actually click it — a direct read on how relevant and compelling the creative and targeting are.

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Why It Matters

CTR is a fast signal of how compelling an ad's creative and targeting are — a low CTR often means the message or audience needs work.

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Real-World Example

Google Search Ads

Advertisers on Google Search use CTR as one of the key inputs to Quality Score, which in turn affects how much they pay per click.

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How It Connects

CTR feeds directly into paid media optimization, ad creative testing, and overall campaign ROI.