CTR (Click-Through Rate)

Category: Metrics

The share of impressions that result in a click.

CTR = clicks ÷ impressions × 100. Meaningful CTR benchmarks depend on placement: search ads at position 1 average 6–8%; display ads 0.4–0.6%; cold outbound email 2–4%; branded newsletters 12–20%. Watch CTR trends within a single surface — cross-surface comparisons mislead.

See also: cpc, impression, quality-score