What is Click-Through Rate?
Share of recipients or viewers who click a link.
How to calculate it
Calculate Click-Through Rate as: Clicks / Impressions (or delivered) × 100. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
10,000 impressions and 250 clicks -> 2.5% CTR. Email typically runs 2-5%; display ads under 1%.
Example 2
An email to 10,000 contacts earns 350 clicks -> 3.5% CTR, above the 2-5% norm and a sign the call-to-action is resonating.
Why it matters
Click-through rate (CTR) is the share of recipients or viewers who click a link and measures how compelling the content and offer are. It connects passive exposure to active interest and is a key optimization lever for both email and paid media. Comparing CTR across very different channels can mislead, since baseline expectations differ sharply.
Benchmark context
Email typically runs 2-5%; display ads usually sit under 1%; paid search varies by intent. Benchmark within a channel, not across channels.
Common pitfalls
Comparing CTR across very different channels.
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