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 to 8%; display ads 0.4 to 0.6%; cold outbound email 2 to 4%; branded newsletters 12 to 20%. Watch CTR trends within a single surface. Cross-surface comparisons mislead.

Related terms

• Impressions

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.