Definition
CTR (Click-through rate) is the percentage of impressions that turn into clicks. It's a proxy for creative relevance and targeting.
Formula
CTR (%) = Clicks ÷ Impressions × 100
Practical notes
- CTR depends heavily on channel and format (Search vs Display vs Social).
- High CTR is not enough: you still need strong CVR to win on CPA.
Tool: Use the CTR Calculator.