Definition of CTR

CTR stands for the click-through rate. Typically, the CTR is expressed as a percentage or ratio. It is calculated by taking the number of web user clicks on a specific online advertisement divided by the number of total viewers who looked at the specific website that contained the advertisement. It is also defined as the number of user clicks on the ad divided by the number of impressions. The impressions refer to the number of times that the page was delivered for viewing. For example, imagine that a specific website has 100 people out of 1000 visitors click on a specific banner ad that is displayed on a particular webpage. The ratio for the CTR for that particular webpage and ad banner is 100/1000 or 10%.

If the CTR is defined as the number of persons who clicked rather than the number of actual clicks, the calculation could return a different number. For example if one individual clicked the banner 10 times, it would count as 10 clicks in the first scenario, but only as 1 in the latter scenario.

External links:

• Wikipedia explanation of CTR
• Webopedia explanation of CTR
• Glossary of marketing terms
• What is click rate?
• Google AdSense help
• Google AdWords definition of CTR