Click-Through Rate
The percentage of users who click on an ad after seeing it, calculated as clicks divided by impressions.
What Click-Through Rate means
Click-through rate (CTR) is a fundamental advertising metric calculated by dividing the number of clicks by the number of impressions and expressing it as a percentage. A high CTR generally indicates relevant, engaging ad content, while an abnormally high CTR may indicate click fraud. Low CTR can signal poor targeting, weak creative, or ad fatigue. From a compliance perspective, CTR can be inflated by misleading ad copy or clickbait tactics — practices that violate most platform policies. Platforms may reduce delivery of ads with consistently low CTR, interpreting it as poor user experience. Benchmark CTRs vary significantly by industry, platform, and placement.
Related terms
Impressions
The number of times an ad is displayed on a screen, regardless of whether it was actually seen or clicked.
Conversion Rate
The percentage of users who complete a desired action after clicking an ad, calculated as conversions divided by clicks.
Ad Fatigue
The decline in ad performance that occurs when an audience sees the same ad too many times.
Clickbait
Sensationalized or misleading ad content designed to attract clicks through curiosity or deception, prohibited by most platforms.