What is a CTR?

Click-through rate (CTR) measures the percentage of clicks on your ads or links relative to the total number of views (impressions). This key performance indicator has a simple formula: CTR = (Clicks / Impressions) * 100. CTR is crucial since it provides insight into the relevance of your ads or content to your target audience. A higher CTR indicates that your message resonates well. This leads users to engage further by clicking through.

How to calculate CTR?

To calculate click-through rate (CTR), divide the number of clicks on your ad or link by the number of times it was shown (impressions).

(Clicks / Impressions) * 100
equals
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What is bad CTR?
A bad click-through rate (CTR) signifies low engagement with your ads. This indicates potential issues with ad relevance, targeting, or creative design. Bad CTR values vary by platform and industry. For instance, a CTR below 1% in digital advertising often signals poor performance. In retail, a CTR under 1% might be concerning. At the same time, in B2B sectors with typically low engagement rates, anything below 0.5% could be considered poor. It's crucial to identify and address the factors that lead to a low CTR.
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What is good CTR?
A good click-through rate (CTR) indicates high engagement with your ads or content. This means that targeting is effective and messaging is compelling. A good CTR varies significantly by industry and the platform used. For example, the average CTR on Google Ads across all industries is about 2%. However, for emails, a 20% CTR is considered solid. In industries like retail, you can expect a 2-3% CTR for search ads. Meanwhile, in finance, the benchmark could be closer to 5%. High CTRs signal that your audience finds your ads relevant and appealing.

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