Click-Through Rate
Click-Through Rate (CTR) is the percentage of people who clicked a link, ad, email, or call-to-action out of everyone who saw it. You calculate it by dividing clicks by impressions and multiplying by 100. It signals how relevant and compelling your message and targeting are.
CTR is one of the most common engagement metrics in paid ads, email, and search. In email it is often measured as clicks divided by emails delivered (or by opens, called click-to-open rate). A low CTR usually points to weak creative, an unclear offer, or a mismatch between audience and message.
A common pitfall is treating CTR as a success metric on its own. A high CTR with poor downstream results often means you are attracting clicks that do not convert, so always pair it with conversion rate.
Last updated: 14 June 2026