Click-through rate (CTR)

The percentage of ad impressions that were clicked on.

CTR = number of clicks ÷ number of impressions.

This is a very important number to know as it offers a good idea of the performance of an ad.

For example, if there is a high CTR, that generally means that the ad is compelling and attractive to that particular audience.

If the CTR is low, the advertiser may need to improve the offer, copy, and visual elements of the ad.


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