Click-Through Rate
The percentage of users who clicked on a specific link or advertisement compared to the total number of users who viewed it.
Click-Through Rate (CTR) is a critical metric used to measure the success of an online advertising campaign or a specific call-to-action (CTA).
Why CTR is important
A high CTR indicates that users find your content or ads highly relevant and engaging. For publishers, a higher CTR often leads to better ad placements and improved revenue potential, as advertisers are willing to pay more for high-performing inventory.
How to calculate CTR
The formula for CTR is:
(Total Clicks / Total Impressions) * 100
For example, if your ad was shown 1,000 times (impressions) and received 25 clicks, your CTR would be 2.5%.
Factors that influence CTR
- Relevance: Does the content match the user’s intent?
- Placement: Is the link or ad in a highly visible area (e.g., above the fold)?
- Copy & Design: Does the headline, description, or button design entice the user to click?
Monetise your website without the clutter
Inset helps small publishers and niche sites earn more through premium, non-disruptive promotions. High eCPMs, easy setup, and respect for your audience.
Related Terms
Ad Impression
A metric used to quantify the number of times an advertisement is fetched and displayed on a screen.
Effective Cost Per Mille
The estimated earnings a publisher receives for every 1,000 ad impressions served, accounting for all types of revenue.
Fill Rate
The percentage of ad requests that were successfully answered with a displayed advertisement.
Viewability
A metric that tracks whether an ad was actually seen by a user, rather than just being loaded.