CTR — Click-Through Rate

Definition

The fraction of impressions that result in a click — a measure of creative/audience fit.

Formula

CTR = Clicks / Impressions

Worked Example

5,000 clicks from 800,000 impressions:

CTR = 0.625%

Interpretation & Pitfalls

Falling CTR on a stable audience usually means creative fatigue: refresh the ads before raising the budget.

In TupicFinance

Impression and click feeds give CTR trends per campaign.