CTR (click-through rate): what it is and how to read it
Quick facts
- Definition
- Percentage of people who clicked an ad among those who saw it.
- Formula
- Clicks divided by impressions, times 100.
- Reading
- Measures interest in the ad, not lead quality.
- Pairs with
- CPL, conversion rate, and ROI.
CTR, short for click-through rate, is the rate of clicks. It tells you what share of the people who saw an ad (the impressions) clicked on it. It is one of the first numbers to appear in paid traffic reports.
How do you calculate it?
CTR = (clicks ÷ impressions) × 100. Hypothetical example: an ad was shown 5,000 times and received 50 clicks. The CTR is 1%. Values considered good vary widely by network, format, and audience, so the most useful approach is to compare your own ads against each other over time.
What does CTR say, and what does it not say?
| It says | It does not say |
|---|---|
| The ad caught attention | Whether the click became a contact |
| The creative and copy work for the audience | Whether the person fits the profile for the procedure |
| Which version of the ad attracts more | How much a patient who closes costs |
A high CTR with a weak landing page produces clicks without a lead. A low CTR with a strong page, on the other hand, may bring few contacts, but qualified ones.
How should you read it alongside the other numbers?
CTR is the first stage. After it come CPL, the conversion rate, and ROI. If CTR is good and CPL is high, the problem is usually in the page or the service. If CTR is low, the creative and targeting need adjusting.
In Harmy
Harmy does not create ads or measure CTR. For promotion, the illustrative simulation must never be presented as an actual result; use it during the consultation, to explain the plan.
Frequently asked questions
How do you calculate CTR?
Divide the number of clicks by the number of impressions and multiply by 100. Hypothetical example: 50 clicks on 5,000 impressions give a CTR of 1%.
Does a high CTR guarantee more patients?
No. It shows the ad caught attention, but the click may come from curious people. What matters is how many turn into a contact, a booking, and a closed sale.