KnowledgePaid Media / Metric explained
Click-through Rate
CTR · The share of ad impressions that resulted in a click.
The metric, at your level
Understand CTR in context.
Simply explained explanation
The share of ad impressions that resulted in a click.
Professional explanation
Ratio of reported clicks to impressions, normally expressed as a percentage.
Analytical explanation
Use CTR as a creative or intent signal, not a final business KPI. Assess by ad type, position, audience, network and CPC.
Technical explanation
CTR = clicks / impressions. Count types differ among platforms; Google Ads “Clicks” may reflect eligible interactions rather than identical user sessions.
Four complementary explanations — choose your level. Technical definitions are platform-specific where noted.
Calculation / definition(Clicks ÷ impressions) × 100
↗ How to use it
Check landing-page behaviour and lead quality.
⚠ Common interpretation mistake
High CTR with poor conversion quality can waste budget.
Try it yourself
Metric calculator
Adjust the inputs to see how the metric is calculated.
Calculated result—