Click Through Rate

The click-through rate (CTR) is composed of two components that are interrelated and only meaningful in conjunction. One component of the CTR measures the number of clicks on a digital advertisement within a specified time frame. The resulting number of clicks is then compared to the number of ad impressions, which represent how many times users viewed the corresponding advertisement during the same time period. When these two metrics are compared, the click-through rate is obtained and expressed as a percentage. Therefore, CTR is the percentage that indicates the frequency of clicks on a banner ad relative to the frequency of views.