Metrics
CTR (Click-Through Rate)
The percentage of people who click an ad or link after seeing it.
Definition
CTR shows how compelling your creative, headline or offer is. A higher CTR usually means lower costs on platforms like Google and Meta, because they reward relevance.
Formula
CTR = (Clicks ÷ Impressions) × 100
Example
An ad shown 10,000 times that gets 200 clicks has a 2% CTR. On search ads, 2-5% is common; on display, well under 1% is normal.