CTR (Click-Through Rate)

In one line

CTR (Click-Through Rate) is the share of impressions that got clicked: clicks ÷ impressions.

Why it matters

CTR shows whether creative, targeting, and placement combined to grab attention. The biggest lever is usually creative, followed by targeting and placement/format fit.

What to watch out for

A high CTR isn't automatically good. Clickbait creative can pull a high CTR while CVR tanks, leaving CPA worse off. CTR is a mid-funnel signal — judge final success by conversions and revenue.

Go deeper

What to fix first when CTR is low — creative, targeting, or placement — is covered in Improving CTR.