WARC DC Series on Metrics & Measurement: Understanding CTR (Click-Through Rate)
Jo Bowman and Gregory Grudzinski
CTR measures how appealing an ad is to consumers by tracking the number of times consumers click on an ad relative to the number of times it is shown.
CTR (Click-through rate) is a measure of how appealing your ad is to consumers; it tracks how many people click on your ad relative to the number of times it is shown to people.
Calculating it is simple – the CTR for a campaign equates to the...