Click-Through Rate (CTR)(Click-Through Rate)

The share of impressions that result in a click: CTR = clicks ÷ impressions. It is the workhorse metric for upper-funnel interest across paid search, display, email, and CTAs.

Absolute values vary widely by channel and creative, so CTR is best read against a same-context A/B test or a benchmark, not in isolation. Pairing it with downstream quality signals (bounce rate, CVR) prevents the classic trap of optimizing for clickbait at the cost of conversion.