Impression click through rate
While some digital marketing campaigns are designed specifically only to create brand awareness and develop recognition among a target audience, marketers usually want consumers to click their ads and visit their website, potentially to make a purchase. Why is click-through rate important in marketing?ĬTR is a metric that represents the portion of web viewers whom your ads convinced to take a concrete action-much more valuable than an impression. Divide the number of clicks by the number of total impressions in the same time period and you have your CTR for that ad.ĭigital marketing platforms such as AdRoll’s make it easy to find the CTR of any ad or campaign in your marketing ecosystem.Ĭlick-through rate is sometimes confused with conversion rate, a different metric that measures the percentage of click-throughs that turned into a conversion (usually a sale). How do you calculate CTR?Ĭalculating your click-through rate on a given ad is simple. However, what makes a good click-through rate is highly dependent on your industry, niche and level of spending. The average CTR for search ads (which appear on search engine results pages through platforms such as Google Ads) is slightly higher at 1.91%. What’s a good CTR?Īs of 2018, the average CTR for display ads, which are placed on websites across the internet, was 0.35%. It’s not uncommon for the CTR on an ad to be below one percent for display ads.
However, it’s worth noting that generally speaking, click-through rates will be quite low for almost any type of business-digital advertising is so ubiquitous on the Internet in today’s world that users are nearly blind to them. Achieving a high click-through rate is always among the key objectives for any campaign. Click-through rate represents the ratio of views to clicks on a particular ad or link, whether it was published on a search engine results page, a display ad network, or a social media platform.īecause it measures an action rather than an impression, CTR can be a strong indicator of how well an ad is grabbing users’ attention and keeping it long enough to inspire potential buying interest.
Having accurate, informative data is key for growing successful campaigns and refining a marketing strategy to better engage a brand’s target audience. Now working through virtually every possible channel, marketers now have more ads and campaigns to track than ever.