Click-Through Rate (CTR)

The percentage of people who click on a link, advertisement, or call-to-action after seeing it, calculated as (clicks ÷ impressions) × 100. For example, if 1,000 people see your Facebook ad and 50 click it, your CTR is 5%. CTR is a fundamental metric for evaluating the effectiveness of ads, email campaigns, search results, and any content with clickable elements. High CTR indicates that your message, offer, and creative are resonating with your audience. Industry averages vary significantly by platform and industry, but typical ranges are 2-5% for social media ads, 3-5% for Google Ads, and 15-25% for email campaigns.

Why it matters

Improving CTR directly increases traffic without increasing spend. A campaign with 5% CTR generates twice the traffic of one with 2.5% CTR for the same cost. AI helps you rapidly test headlines and creative to optimise CTR.