Metrico glossary
Click-Through Rate (CTR)
CTR measures the share of measured impressions that generated the defined click action.
Definition
CTR is commonly used as an engagement signal for ad creative and delivery. The exact numerator can vary by platform—for example, link clicks versus broader click types—so comparisons should use consistent definitions. High CTR can indicate strong attention or relevance, but it does not guarantee downstream conversion or profitable acquisition.
Formula
CTR = measured clicks ÷ impressions × 100%
Example
2,000 link clicks ÷ 100,000 impressions = 2% CTR.
What to remember
- Use a consistent click definition.
- High CTR can coexist with weak conversion rate.
- Trend CTR with frequency and downstream outcomes when reviewing creative deterioration.