What is Click-Through Rate (CTR)?
The percentage of people who click an ad after seeing it.
Definition
CTR is calculated by dividing clicks by impressions and multiplying by 100. A 2% CTR means 2 out of every 100 people who saw the ad clicked it. CTR is a primary indicator of how compelling your ad creative and copy are. Average CTRs vary by platform and industry: Meta feed ads average 0.9-1.5%, Google Search averages 3-5%, and email campaigns average 2-3%. A higher CTR generally leads to lower costs because platforms reward engaging ads with better auction positioning.
Example
A brand's ad receives 50,000 impressions and 750 clicks, giving it a 1.5% CTR. After updating the headline to address a specific pain point, CTR jumps to 2.3%.
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