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Click-Through Rate (CTR)
Definition
The average number of click-throughs per hundred ad impressions, expressed as a percentage.
Information
It is important to distinguish what a click-through rate does and does
not measure. The CTR measures what percentage of people clicked on the
ad to arrive at the destination site; it does not include the people
who failed to click, yet arrived at the site later as a result of seeing the ad.
As such, the CTR may be seen as a measure of the immediate response to an ad,
but not the overall response to an ad. The exception involves ads that display
no identifiable information about the destination site; in these cases the click
rate equals the overall rate.
Merely getting visitors to a site had value when Web site traffic was generally
accepted as a measure of success. The trend towards profitability, along with better
tracking tools, has resulted in less interest in click-through rates and more
interest in conversion rates.
A high click-through rate does not assure a good conversion rate, and the two
rates may even share an inverse relationship. An advertisement geared towards curiosity clicks will result in fewer sales, percentage-wise, than an advertisement geared towards qualified clicks.
Synonyms
CTR
Related Terms
click-through,
conversion rate
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