CTR
metricsClick-Through Rate
Definition
The percentage of people who click your ad after seeing it. A key indicator of creative performance and relevance.
How to Calculate CTR
(Clicks ÷ Impressions) × 100
Example
Scenario: Your ad gets 50 clicks from 5,000 impressions
Calculation: (50 ÷ 5,000) × 100 = 1.0% CTR
What's a Good CTR?
1.0-2.0% for most DTC campaigns, 3.0%+ is exceptional
Common Mistakes
- Optimizing only for high CTR without considering conversion quality
- Not testing different creative hooks and angles
💡 Expert Tip
CTR is the first filter for ad performance. If CTR is below 1%, your creative or targeting needs work before optimizing anything else.
— Based on $100M+ in managed ad spend
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By Kristijan Arapov • Based on $100M+ in managed ad spend • Updated 2026