// Marketing

CTR

Also known as Click-Through Rate

Click-Through Rate, clicks divided by impressions. The primary engagement metric for ads and email.

In depth

Benchmarks are channel-specific: Google search 3–5%, display 0.1–0.5%, cold email 1–3%, LinkedIn Ads 0.4–0.6%. Rising CTR with falling CVR usually means creative is misleading.

Related terms

CVR

Conversion Rate, completed actions divided by total sessions or clicks.

PPC

Pay-Per-Click advertising, primarily Google Ads and Bing, where the advertiser is charged per click.

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