Click-through rate (CTR) explained in marketing + free 🔢 calculator

Click-through rate (CTR) is an important metric in online marketing that measures the effectiveness of ads and other marketing campaigns. It shows the relationship between the number of clicks on an ad or link and the total number of impressions or views. CTR is crucial for evaluating and optimizing the relevance and effectiveness of advertising efforts. Discover even more KPI & marketing calculators here.

Meaning: Definition in marketing

The click-through rate provides information about how often an ad or link was clicked by users after they saw the ad. A high CTR indicates that the ad has relevant content and appeals to the target audience. A low CTR, on the other hand, may indicate that the ad is not engaging or relevant enough.

Calculation: Calculate CTR

Calculating the click-through rate is simple. You take the number of clicks on the ad or link and divide it by the total number of impressions, then multiply the result by 100 to express it as a percentage. The formula is:

CTR = (number of clicks / total number of impressions) * 100

An example to clarify: Assume an ad was displayed 10,000 times and received 500 clicks. Then the click-through rate is:

CTR = (500 / 10000) * 100 = 5%

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Meaning of the CTR calculation

Click-through rate is a crucial metric for measuring the effectiveness of ads and other marketing efforts. A high CTR indicates that the ad or link is relevant and appealing and motivates the target group to act. A low CTR can indicate a need for optimization, whether in terms of ad design, targeting, or ad placement.

Example: Optimization of the click-through rate

An online store wants to increase the CTR of its ads in a Google Ads campaign to generate more traffic to its website. In the last four weeks, the ads have been displayed a total of 50,000 times, receiving 500 clicks. The current click-through rate is:

CTR = (500 / 50000) * 100 = 1%

The store decides to revise the ad texts and introduce more appealing call-to-action elements to increase the click probability. In addition, certain keywords and ad extensions are tested to improve the relevance of the ads. As a result, the click-through rate increases to 2.5%.

Optimizing the click-through rate allows the online store to bring more visitors to its website and increase the visibility of its ads.

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