Performance marketing
CTR
Click-Through Rate — the ratio of clicks to impressions, a key measure of ad and search-result relevance.
CTR (Click-Through Rate) is the share of people who clicked out of those who saw the ad or result. It's calculated as clicks ÷ impressions × 100.
Why it matters
CTR is a direct relevance signal. A high CTR improves Quality Score (cheaper clicks) and, in organic search, indirectly supports rankings.
Real-world example
Out of five ad-headline variants, one lifts CTR from 2% to 4.5%. The same budget brings more than double the visits — with no rise in CPM.
Related terms
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