Features | Pricing | Demo | Clients | About

Help Center > Reporting > Ad Metrics

Click-Through Rate (CTR)

CTR measures the effectiveness of an advertisement. It is calculated using the following formula that involves the number of clicks and impressions:

CTR = (Clicks/Impressions) x 100

A high CTR means that it attracts attention and get clicks often. A low CTR means the ad is under-performing and should be evaluated further. Other similar terms include: response rate, click-thru ratio.


A 1.0% CTR means that for every 100 impressions, there is 1 click.

Monitoring CTR

You should measure each ad's CTR regularly and make appropriate changes to improve its CTR. An ad with a low CTR should be modified, or even removed from the rotation. An evaluation should be performed when an advertisement gets at least 1,000 impressions. If this impression threshold is met and it still has a low CTR, less than 0.1%, it should be checked for the use of headings, hot spots, an appropriate call to action and other effectiveness factors.

Gross CTR

Gross CTR = (Gross Clicks / Gross Impressions) x 100

Unique CTR

Unique CTR = (Unique Clicks / Unique Impressions) x 100

Other Articles in Ad Metrics

Ad performance is measured by the several numbers: impressions, clicks, CTR, conversions
Search Help Center
There was a problem with your submission. Please correct the following items:

    Cannot find an answer for your question? Ask our Customer Care team

    Related Articles

    Have questions? Contact Us


    • Stat breakdown is awesome! Great help to track impression totals!


    • Thank you for all you do. This is the second company I have implemented AdSpeed, and you all have been nothing short of amazing, and continue to provide an excellent product and service.

      Kevin G.
      Listening and Spoken Language Knowledge Center