Glossary
Click-Through Rate (CTR)
Click-through rate, or CTR, is the percentage of people who click your ad after seeing it.
Formula
CTR = clicks ÷ impressions × 100
Example
An ad shown 10,000 times that gets 150 clicks has a CTR of 1.5%.
How to read it
CTR is a signal, not a goal. A lower CTR from the right people beats a high CTR from people who will never buy.
Why it matters
CTR shows whether your ad grabs attention and speaks to the right people. A low CTR usually means the hook, the image or the audience is off.
Common mistakes
- Chasing a high CTR with clickbait that brings the wrong people.
- Judging an ad on CTR alone instead of leads and sales.
- Comparing CTR across platforms and placements that behave differently.
How to improve CTR
- Lead with a hook that calls out who the ad is for.
- Test new images and video often; creative drives most of CTR.
- Tighten targeting so the ad reaches people it's relevant to.
- Match search ads closely to the keyword people typed.
Sources: Google Ads Help: Clickthrough rate (CTR)
Related: Facebook ads management
Related terms
Cost Per Click (CPC)Cost per click, or CPC, is the average amount you pay each time someone clicks your ad.Conversion RateConversion rate is the percentage of people who take the action you want, such as filling in a form, booking or buying, out of everyone who had the chance.Ad FatigueAd fatigue happens when the same people see your ad so often that they stop paying attention, so results drop and costs rise.