Ad Click-Through Rate (CTR)

What is Ad Click-Through Rate (CTR)?

This metric calculates the percentage of clicks you will get per 100 ad impressions.

How to calculate Ad Click-Through Rate (CTR)?

((#) Clicks * 100) / (#) Ad impressions = (%) Ad Click-Through Rate


Tracking ad CTR is an an easy way to compare ad performance on different sized sites. Most ad servers provide the Click-Through Rates of campaigns, for you to compare them. CTR is a better measure of campaigns performance than just clicks. This is because if you want to compare campaigns which have had different amounts of impressions, then it is unfair to just see which had the most clicks (as more impressions will usually mean more clicks). Using the Click-Through Rate allows you to see what different campaigns could have achieved if they had the same amount of impressions.


If the goal of an ad campaign is something other than clicks, it is not always the most useful measure.