CTR, how much the click-through rate counts and how to calculate it

It is one of the most frequently used terms in digital marketing and it is easy to understand why, given its importance in evaluating the concrete effectiveness of the strategies implemented: on the surface, the CTR or click-through rate is a simple numerical value indicating the percentage of clicks and, therefore, of people who visit a web page from an advertisement or from Google SERPs, but in reality it represents an important compass for understanding the success of optimization to capture the interest of a potential visitor or to realise a conversion.

What is CTR

By the acronym CTR we refer to the click-through rate, i.e. the percentage of clicks that measures the effectiveness of online advertising, an extremely important parameter to understand the conversion rate of an ad or to check the relationship between the organic visibility of results positioned in SERPs and the actual clicks on the link, and thus to understand how and where to intervene to increase the results on a site.

The definition of CTR, the click-trough rate

In concrete terms, the CTR is the ratio of delivered impressions to actual clicks and refers to the percentage of people who click on an element they have been exposed to, which can be a link, a banner, a campaign or something else.

Basically, click-through rate is calculated by simply dividing the number of people who clicked on a given element by the total number of visitors to that page, and thus we can define CTR as the percentage of impressions that produced a click in relation to the total number of views obtained by the element itself.

The CTR metric can be used in digital marketing to analyze the results of e-mails, web pages and online advertising (Google, Bing, Yahoo), and more generally it is one of the first values that are evaluated to measure the success of marketing efforts.

For example, PPC click-through rate is the frequency with which PPC ads are clicked, and more precisely the percentage of people who view an ad (impressions) and then continue to click on the ad (clicks). Other common cases where CTR is measured are:

In Google Ads, the click-through rate (CTR) can also be used t