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<span id="openzim-page-title" class="mw-page-title-main"><span class="mw-page-title-main">Click-through rate</span></span>

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</style><div role="note" class="hatnote navigation-not-searchable">For other uses, see <a href="CTR_(disambiguation)" class="mw-redirect mw-disambig" title="CTR (disambiguation)">CTR</a>.</div>

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</style><table class="sidebar nomobile nowraplinks hlist"><tbody><tr><td class="sidebar-pretitle">Part of a series on</td></tr><tr><th class="sidebar-title-with-pretitle"><a href="Online_advertising" title="Online advertising">Internet marketing</a></th></tr><tr><td class="sidebar-content">

<ul><li><a href="Search_engine_optimization" title="Search engine optimization">Search engine optimization</a></li>

<li><a href="Local_search_engine_optimisation" title="Local search engine optimisation">Local search engine optimisation</a></li>

<li><a href="Social_media_marketing" title="Social media marketing">Social media marketing</a></li>

<li><a href="Email_marketing" title="Email marketing">Email marketing</a></li>

<li><a href="Referral_marketing" title="Referral marketing">Referral marketing</a></li>

<li><a href="Content_marketing" title="Content marketing">Content marketing</a></li>

<li><a href="Native_advertising" title="Native advertising">Native advertising</a></li></ul></td>

</tr><tr><th class="sidebar-heading" style="background:#ddddff;">

<a href="Search_engine_marketing" title="Search engine marketing">Search engine marketing</a></th></tr><tr><td class="sidebar-content">

<ul><li><a href="Pay-per-click" title="Pay-per-click">Pay-per-click</a></li>

<li><a href="Cost_per_impression" title="Cost per impression">Cost per impression</a></li>

<li><a href="Search_analytics" title="Search analytics">Search analytics</a></li>

<li><a href="Web_analytics" title="Web analytics">Web analytics</a></li></ul></td>

</tr><tr><th class="sidebar-heading" style="background:#ddddff;">

<a href="Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></th></tr><tr><td class="sidebar-content">

<ul><li><a href="Ad_blocking" title="Ad blocking">Ad blocking</a></li>

<li><a href="Contextual_advertising" title="Contextual advertising">Contextual advertising</a></li>

<li><a href="Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li>

<li><a href="Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li></ul></td>

</tr><tr><th class="sidebar-heading" style="background:#ddddff;">

<a href="Affiliate_marketing" title="Affiliate marketing">Affiliate marketing</a></th></tr><tr><td class="sidebar-content">

<ul><li><a href="Cost_per_action" title="Cost per action">Cost per action</a></li>

<li><a href="Revenue_sharing" title="Revenue sharing">Revenue sharing</a></li></ul></td>

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Misc</th></tr><tr><td class="sidebar-content">

<ul><li><a href="Keyword_density" title="Keyword density">Keyword density</a></li>

<li><a href="Keyword_research" title="Keyword research">Keyword research</a></li>

<li><a href="PageRank" title="PageRank">PageRank</a></li>

<li><a href="WordPress" title="WordPress">WordPress CMS</a></li></ul></td>

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<p><b>Click-through rate</b> (<b>CTR</b>) is the ratio of <a href="Mouse_click" class="mw-redirect" title="Mouse click">clicks</a> on a specific <a href="Hyperlink" title="Hyperlink">link</a> to the number of times a page, email, or advertisement is shown. It is commonly used to measure the success of an <a href="Online_advertising" title="Online advertising">online advertising</a> campaign for a particular website, as well as the effectiveness of <a href="Email_marketing" title="Email marketing">email campaigns</a>.<sup id="cite_ref-AMA_1-0" class="reference"><a href="#cite_note-AMA-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup>

</p><p>Click-through rates for ad campaigns vary tremendously. The first online <a href="Display_ad" class="mw-redirect" title="Display ad">display ad</a>, shown for <a href="AT%26T" title="AT&T">AT&T</a> on the website <a href="Wired_(website)" class="mw-redirect" title="Wired (website)">HotWired</a> in 1994, had a 44% click-through rate.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> With time, the overall rate of user's clicks on webpage <a href="Banner_ad" class="mw-redirect" title="Banner ad">banner ads</a> has decreased.

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<div class="mw-heading mw-heading2"><h2 id="Purpose">Purpose</h2></div>

<p>The purpose of click-through rates is to measure the ratio of clicks to <a href="Impression_(online_media)" title="Impression (online media)">impressions</a> of an online ad or email marketing campaign. Generally, the higher the CTR, the more effective the marketing campaign has been at bringing people to a website. Most commercial websites are designed to elicit some sort of action, whether it be to buy a book, read a news article, watch a music video, or search for a flight. People rarely visit websites with the intention of viewing advertisements, in the same way that few people watch television to view the commercials.<sup id="cite_ref-Marketing_Metrics_4-0" class="reference"><a href="#cite_note-Marketing_Metrics-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup>

</p><p>While marketers want to know the reaction of the web visitor, with current technology it is nearly impossible to quantify the emotional reaction to the site and the effect of that site on the firm's brand. In contrast, it is easy to determine the click-through rate, which measures the proportion of visitors who clicked on an advertisement that redirected them to another page. Forms of interaction with advertisements other than clicking are possible but rare; "click-through rate" is the most commonly used term to describe the efficacy of an advert.<sup id="cite_ref-Marketing_Metrics_4-1" class="reference"><a href="#cite_note-Marketing_Metrics-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup>

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<div class="mw-heading mw-heading2"><h2 id="Construction">Construction</h2></div>

<p>The click-through rate of an advertisement is the number of times a click is made on the ad, divided by the number of times the ad is "<a href="Ad_serving" class="mw-redirect" title="Ad serving">served</a>", that is, shown (also called <a href="Impression_(online_media)" title="Impression (online media)">impressions</a>), expressed as a percentage:

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<mfrac>

<mtext>Number of click-throughs</mtext>

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<mtext>Number of impressions</mtext>

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<annotation encoding="application/x-tex">{\displaystyle {\text{CTR}}={{\text{Number of click-throughs}} \over {\text{Number of impressions}}}\times 100(\%)}</annotation>

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</math></span><img src="./24ae7fdf648530de2083f72ab4b4ae2bc0c47d85.svg" class="mwe-math-fallback-image-inline mw-invert skin-invert" id="..utew" aria-hidden="true" style="vertical-align: -2.338ex; width:44.613ex; height:5.843ex;" alt="{\displaystyle {\text{CTR}}={{\text{Number of click-throughs}} \over {\text{Number of impressions}}}\times 100(\%)}" loading="lazy"></span></dd></dl>

<div class="mw-heading mw-heading3"><h3 id="Online_advertising">Online advertising</h3></div>

<p>Click-through rates for <a href="Banner_ads" class="mw-redirect" title="Banner ads">banner ads</a> have decreased over time.<sup id="cite_ref-adpr_5-0" class="reference"><a href="#cite_note-adpr-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> When banner ads first started to appear, it was not uncommon to have rates above five percent. They have fallen since then, currently averaging closer to 0.2 or 0.3 percent.<sup id="cite_ref-iMedia_6-0" class="reference"><a href="#cite_note-iMedia-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> In most cases, a 2% click-through rate would be considered very successful, though the exact number is hotly debated and would vary depending on the situation. The average click-through rate of 3% in the 1990s declined to 2.4%–0.4% by 2002.<sup id="cite_ref-li_7-0" class="reference"><a href="#cite_note-li-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> Since advertisers typically pay more for a high click-through rate, getting many click-throughs with few purchases is undesirable to advertisers.<sup id="cite_ref-iMedia_6-1" class="reference"><a href="#cite_note-iMedia-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> Similarly, by selecting an appropriate advertising site with high affinity (e.g., a <a href="Film_criticism" title="Film criticism">movie magazine</a> for a <a href="Movie" class="mw-redirect" title="Movie">movie</a> advertisement), the same banner can achieve a substantially higher CTR. Though personalized ads, unusual formats, and more obtrusive ads typically result in higher click-through rates than standard banner ads, overly intrusive ads are often avoided by viewers.<sup id="cite_ref-li_7-1" class="reference"><a href="#cite_note-li-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup>

</p><p>Modern online advertising has moved beyond just using <a href="Banner_ads" class="mw-redirect" title="Banner ads">banner ads</a>. Popular <a href="Web_search_engine" class="mw-redirect" title="Web search engine">search engines</a> allow advertisers to display ads in with the search results triggered by a search user. These ads are usually in text format and may include additional links and information like phone numbers, addresses, and specific product pages.<sup id="cite_ref-Ad_Sitelinks_9-0" class="reference"><a href="#cite_note-Ad_Sitelinks-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> This additional information moves away from the poor user experience that can be created from intrusive banner ads and provides useful information to the search user, resulting in higher click-through rates for this format of <a href="Pay-per-click" title="Pay-per-click">pay-per-click</a> Advertising. Since CTR is an expression of relevancy of the ads to the user search, higher click-through rates are generally rewarded with a better quality score attributed to the ads, which in turns might lead to lower <a href="Pay-per-click" title="Pay-per-click">CPC</a>, therefore incentivising advertisers to continually improve the relevancy of their ads. However, having a high click-through rate isn't the only goal for an online advertiser, who may develop campaigns to raise awareness for the overall gain of valuable traffic, sacrificing some click-through rate for that purpose.

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<div class="mw-heading mw-heading3"><h3 id="Estimating_the_Click-Through_Rate_for_Ads">Estimating the Click-Through Rate for Ads</h3></div>

<p>Search engine advertising has become a significant element of the Web browsing experience. Choosing the right ads for the query and the order in which they are displayed greatly affects the probability that a user will see and click on each ad. This ranking has a strong impact on the revenue the search engine receives from the ads. Further, showing the user an ad that they prefer to click on improves <a href="User_satisfaction" class="mw-redirect" title="User satisfaction">user satisfaction</a>. For these reasons, there is an increasing interest in accurately estimating the click-through rate of ads in a <a href="Recommender_system" title="Recommender system">recommender system</a>.

</p>

<div class="mw-heading mw-heading3"><h3 id="Email">Email</h3></div>

<p>An email click-through rate is defined as the number of recipients who click one or more links in an email and landed on the sender's website, blog, or other desired destination. More simply, email click-through rates represent the number of clicks that your email generated.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup>

</p><p>Email click-through rate is expressed as a percentage, and calculated by dividing the number of click-throughs by the number of tracked message deliveries.<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup>

</p><p>Most email marketers use these metrics, along with <a href="Open_rate" title="Open rate">open rate</a>, <a href="Bounce_rate" title="Bounce rate">bounce rate</a> and other metrics, to understand the effectiveness and success of their email campaign.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> In general, there is no ideal click-through rate. This metric can vary based on the type of email sent, how frequently emails are sent, how the list of recipients is segmented, how relevant the content of the email is to the audience, and many other factors.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> Even the time of day can affect the click-through rate. Sunday appears to generate considerably higher click-through rates on average when compared to the rest of the week.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup>

</p><p>Every year, various types of research studies are conducted to track the overall effectiveness of click-through rates in email marketing.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup>

</p>

<div class="mw-heading mw-heading3"><h3 id="Click-Through_Rate_and_Search_Engine_Optimization">Click-Through Rate and Search Engine Optimization</h3></div>

<p>Some experts on <a href="Search_engine_optimization" title="Search engine optimization">search engine optimization (SEO)</a> have claimed since the mid-2010s that click-through rate has an impact on organic rankings.<sup id="cite_ref-18" class="reference"><a href="#cite_note-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> Numerous case studies have been published to support this theory. Proponents supporting this theory often claim that the click-through rate is a ranking signal for Google's RankBrain algorithm.

</p><p>Opponents of this theory claim that the click-through rate has little or no impact on organic rankings. Bartosz Góralewicz published the results of an experiment on Search Engine Land where he claims, "Despite popular belief, click-through rate is not a ranking factor. Even massive organic traffic won’t affect your website’s organic positions."<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> More recently, <a href="Barry_Schwartz_(technologist)" title="Barry Schwartz (technologist)">Barry Schwartz</a> wrote on Search Engine Land, "...Google has said countless times, in writing, at conferences, that CTR is not used in their ranking algorithm."<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup>. However, the introduction of AI Overviews correlates with a measurable decline in organic visibility and clicks, particularly for top-ranking, non-branded keywords, according to two new data studies from SEO tool provider Ahrefs and performance agency Amsive. <sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup>

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<ul><li><a href="Abandonment_rate" title="Abandonment rate">Abandonment rate</a></li>

<li><a href="Banner_blindness" title="Banner blindness">Banner blindness</a></li>

<li><a href="Clickbait" title="Clickbait">Clickbait</a></li>

<li><a href="Click_fraud" title="Click fraud">Click fraud</a></li>

<li><a href="Cost_per_acquisition" class="mw-redirect" title="Cost per acquisition">CPA</a> – Cost per acquisition</li>

<li><a href="Cost_per_action" title="Cost per action">Cost per action</a></li>

<li><a href="Cost_per_click" class="mw-redirect" title="Cost per click">Cost per click</a></li>

<li><a href="Cost_per_thousand" class="mw-redirect" title="Cost per thousand">Cost per thousand</a></li>

<li><a href="Effective_Cost_Per_Action" class="mw-redirect" title="Effective Cost Per Action">eCPA</a> – effective cost per acquisition/action</li>

<li><a href="Internet_marketing" class="mw-redirect" title="Internet marketing">Internet marketing</a></li>

<li><a href="Pay_per_click" class="mw-redirect" title="Pay per click">PPC</a> – Pay per click</li>

<li><a href="View-through_rate" title="View-through rate">View-through rate</a></li></ul>

<div class="mw-heading mw-heading2"><h2 id="References">References</h2></div>

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</style><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://web.archive.org/web/20121121033809/http://www.marketingpower.com/_layouts/dictionary.aspx">"Dictionary"</a>. Archived from <a rel="nofollow" class="external text" href="http://www.marketingpower.com/_layouts/Dictionary.aspx">the original</a> on 2012-11-21<span class="reference-accessdate">. Retrieved <span class="nowrap">2012-11-29</span></span>.</cite>. Retrieved 2012-11-02. The <a href="Marketing_Accountability_Standards_Board_(MASB)" class="mw-redirect" title="Marketing Accountability Standards Board (MASB)">Marketing Accountability Standards Board (MASB)</a> endorses this definition as part of its ongoing <a rel="nofollow" class="external text" href="http://www.commonlanguage.wikispaces.net/">Common Language in Marketing Project</a>.</span>

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<li id="cite_note-li-7"><span class="mw-cite-backlink">^ <a href="#cite_ref-li_7-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-li_7-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><cite id="CITEREFLi2004" class="citation web cs1">Li, Hairong (2004). <a rel="nofollow" class="external text" href="https://www.semanticscholar.org/paper/Internet-Advertising-Formats-and-Effectiveness-Li/dfa897e85df1dbc2e69eba0ba19c14cb74077e20">"Internet Advertising Formats and Effectiveness"</a>. <i>Semantic Scholar</i>. <a href="S2CID_(identifier)" class="mw-redirect" title="S2CID (identifier)">S2CID</a> <a rel="nofollow" class="external text" href="https://api.semanticscholar.org/CorpusID:14475745">14475745</a><span class="reference-accessdate">. Retrieved <span class="nowrap">2024-07-31</span></span>.</cite></span>

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<li id="cite_note-21"><span class="mw-cite-backlink"><b><a href="#cite_ref-21">^</a></b></span> <span class="reference-text"><a rel="nofollow" class="external text" href="https://searchengineland.com/google-ai-overviews-hurt-click-through-rates-454428">"New data: Google AI Overviews are hurting click-through rates"</a>, 21 April 2025</span>

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</ol></div>

<div class="mw-heading mw-heading2"><h2 id="Further_reading">Further reading</h2></div>

<ul><li>Sherman, Lee and John Deighton, (2001), "Banner advertising: Measuring effectiveness and optimizing placement," <i>Journal of Interactive Marketing</i>, Spring, Vol. 15, Iss. 2.</li>

<li>Ward A. Hanson and Kirthi Kalyanam, (2007), "Internet Marketing and eCommerce", Chapter8, <i>Traffic Building</i>, Thomson College Pub, Mason, Ohio.</li></ul>

<div class="mw-heading mw-heading2"><h2 id="External_links">External links</h2></div>

<ul><li><a rel="nofollow" class="external text" href="https://web.archive.org/web/20190531081831/https://themasb.org/">MASB Official Website</a></li></ul></div><div><div class="zim-footer">

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