Click-Through Rate (CTR)

What is it?

What is it?

Click-Through Rate (CTR) is a metric used to measure the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used in email marketing to assess the performance of email campaigns. CTR is calculated by dividing the number of clicks by the number of impressions (emails sent) and multiplying by 100 to get a percentage.

Key points to remember

Key points to remember

  • Indicator of Engagement: A high CTR indicates that the content is relevant and engaging to the audience.

  • Benchmarking Success: CTR can be used to benchmark the success of different campaigns or variations within a single campaign.


  • A/B Testing: Marketers can improve CTR through A/B testing of subject lines, email content, layout, and CTAs.


  • Varies by Industry: Average CTRs can vary significantly across different industries, so comparing performance against relevant benchmarks is essential.


  • Directly Tied to Content Quality: The quality and relevance of the content, including how compelling the CTA is, directly impact the CTR.

Example of Use

Example of Use

  1. Email Campaign Optimization: An online retailer tests two different CTA designs in their email campaign and uses CTR to determine which design leads to more website visits.


  2. Content Relevance: A B2B company sends informational emails and tracks CTR to identify the topics that interest their audience, guiding future content creation.

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