What is click-through rate?
CTR = clicks / impressions × 100 120 clicks / 4,000 impressions × 100 = 3%
Where CTR is used.
Search results
Clicks divided by how often a page appeared in results.
Clicks divided by emails delivered or opened.
Ads
Clicks divided by ad impressions.
Short links
Clicks on the link compared with how many people it reached.
CTR needs the denominator.
A short link counts clicks, but it can't know how many people saw it. To get a CTR you need the audience size from elsewhere: the number of emails sent, the impressions of a post or the circulation of a flyer.
Common questions
What is a good click-through rate? +
It varies widely by channel and audience. Compare against your own earlier results rather than a universal number.
How can I improve it? +
A clearer message, a stronger call to action, and sending the link to people who are likely to care.
Is CTR the same as conversion rate? +
No. CTR measures clicks. Conversion rate measures how many of those who clicked did what you wanted, such as buying.
How do I measure CTR for a short link? +
Take the link's clicks from its statistics and divide by the audience you shared it with.