Click Through Rate (CTR)

Click-Through Rate (CTR) is a key performance indicator (KPI) used in digital marketing to measure the effectiveness of online advertising campaigns, emails, or web pages.

It represents the percentage of users who click on a specific link out of the total number of users who view the page, email, or ad where the link appears.1

CTR is calculated by dividing the number of clicks a link receives by the number of times the ad, email, or webpage is shown (impressions), then multiplying the result by 100 to get a percentage.2


click through rate formula

Example How to Calculate CTR:

Suppose you run an online ad for a sales funnel software, and it’s displayed 10,000 times (10,000 impressions).

If 200 users click on the ad, then the CTR would be

This means that out of every 100 people who saw the ad, 2 people clicked on it.


The primary purpose of CTR is to provide a quantifiable measure of how effectively an advertisement or piece of content captures the attention of its audience.

It serves as an immediate feedback mechanism for marketers and advertisers, allowing them to assess whether their content resonates with the intended audience and prompts them to take the desired action.

Within the context of sales funnels, CTR can be used to measure the effectiveness of various stages.

For instance, if a landing page has a low CTR, it might indicate that the call-to-action (CTA) is not compelling enough or that the targeted audience is not the right fit.3


  1. Immediate Feedback: CTR offers real-time insights into the performance of an ad or content piece.
  2. Cost Efficiency: By monitoring and optimizing CTR, advertisers can ensure they get the most out of their advertising spend.
  3. Enhanced Targeting: Consistently analyzing CTR can help marketers refine their audience targeting strategies, ensuring that ads are seen by those most likely to engage.
  4. Improved Content Relevance: A higher CTR often indicates the content is relevant and resonates with the audience, leading to better engagement and potential conversions.


CTR is widely used across various digital marketing platforms and strategies. Some common usages include:

  1. Search Engine Marketing (SEM): To measure the effectiveness of paid search ads.
  2. Display Advertising: To gauge the performance of banner ads, video ads, and other display formats.
  3. Email Marketing: To determine the engagement level of email campaigns.
  4. Social Media Advertising: To assess the resonance of ads on platforms like Facebook, Instagram, Twitter, and more.
  5. Content Marketing: To measure the engagement of blog posts, articles, and other content pieces. 4

Factors Influencing CTR:

Several factors can influence CTR, including:

  • Ad Relevance: How relevant the ad content is to the audience.
  • Ad Placement: Where the ad is placed on a webpage.
  • Ad Design: The visual appeal and clarity of the ad.
  • Call-to-Action (CTA): The clarity and persuasiveness of the CTA.5

Related Terms:


1. Wikimedia Foundation. (2023a, June 8). Click-through rate. Wikipedia.

2. Google. (n.d.). Clickthrough rate (CTR): Definition. Google Ads Help. 

3. Advanced Digital Marketing Strategies in a Data-Driven Era. (2021). United States: IGI Global.

4. Zhang, W., Qin, J., Guo, W., Tang, R., & He, X. (2021). Deep learning for click-through rate estimation. arXiv preprint arXiv:2104.10584.

5. Click-through rate (CTR): Understanding CTR for PPC – wordstream. (n.d.). 

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