Glossary
CTR
The percentage of impressions that result in a click, calculated as clicks divided by impressions.
Definition
The percentage of impressions that result in a click, calculated as clicks divided by impressions.
Why it matters
CTR is the fastest signal of whether creative and targeting are actually relevant to the audience seeing them.
Key consideration
CTR benchmarks vary enormously by channel and format — comparing a native CTR to a display CTR as if they are the same metric is a common and misleading mistake.
Related terms
Related benchmarks
APAC benchmarks for this metric are broken out by market and channel.
See CTR benchmarks →Run the numbers
Calculate this →Practitioner notes
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