Click-through rate (CTR)

Click-through rate: clicks divided by impressions. A read on whether the creative earns a response from the people who saw it - and a metric a strong hook can inflate without moving a single sale, so pair it with downstream numbers.

Evidence from the library

~3xBrand awareness does not move click-through rate, but it strongly predicts conversion rate: a brand at 60% awareness converts nearly 3x better than one at 20%.Stat 78%More than three quarters of marketers still measure effectiveness on clicksStat +29% / +86%Adding radio and OOH lifted Meta CTR by 86% at stable spendCase 35%Click-based attribution sends a third of spend to sales that would have happened anywayWarning Rally the team around creative efficiency metrics rather than in-platform conversionsPrinciple

Source

Marketing Definitions

standard digital advertising practice