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Click-Thru Rate (CTR)

  • Definition: CTR measures the performance of an ad/creative and has this formula CTR = (Clicks/Impression) x 100
  • Example: a 1.0% CTR means that for every 100 impressions you have, there is 1 click. When an ad banner gets over 1,000 impressions but still has a low CTR (eg: less than 0.1%), you should check the creative for the use of headings, hotspots, call to action or other effectiveness factors
  • Similar terms: response rate
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