Definition
Click-Through Rate (CTR)
Also known as: CTR
The percentage of people who click on a link, ad, or CTA after seeing it. Calculated as (clicks ÷ impressions) × 100.
What does Click-Through Rate (CTR) mean?
Click-through rate measures the proportion of people who click a link, ad, or button after being exposed to it, calculated as clicks divided by impressions. It is one of the most widely used engagement metrics across advertising, email, and on-site elements like CTAs and notifications.
Why does Click-Through Rate (CTR) matter?
CTR matters because it is an early, high-volume signal of whether copy and design are compelling before a visitor even reaches the conversion step; a low CTR usually means the message or offer isn't resonating, regardless of how good the destination page is. Elements paired with credibility cues, like a rating or review count, often see CTR shift because they change the perceived risk of clicking.
How is Click-Through Rate (CTR) applied in practice?
CTR is measured automatically inside ad platforms and analytics tools, and it is a standard metric in A/B tests comparing CTA copy, notification design, or ad creative, since it is available with far less traffic than a full conversion metric requires.
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Where this fits
Click-Through Rate (CTR) sits in the conversion analytics part of the NotiProof resource network.
Read the Conversion Analytics guide