Click-through rate (CTR)
Also known as: CTR
In short
Click-through rate (CTR) is the number of clicks on a link, ad, or email divided by the number of times it was shown or delivered, expressed as a percentage. If 1,000 people see an ad and 20 click, the CTR is 2%.
CTR shows how well a message earns action. It is used in paid ads, search results, newsletters, and sales emails, but each channel defines the denominator differently, so compare like with like.
How to calculate CTR
Clicks divided by impressions, times 100. For email, many tools divide by delivered emails, while others use total sent. Say a campaign delivers 500 emails and 15 people click. CTR is 3%. If 100 people opened, the click-to-open rate is 15%, a different measure.
CTR in different channels
Paid ads
CTR reflects relevance of the ad to the audience. Low CTR can mean poor targeting or weak copy.
Marketing email
CTR shows whether the content and call to action motivated clicks.
Cold email
Many sales teams avoid links in first emails because tracked links can hurt deliverability, and replies matter more than clicks. If you do track clicks, treat them as a weak signal of interest.
How to improve CTR
- Target tighter: A relevant audience clicks more often than a broad one.
- One clear call to action: Several competing links split attention.
- Match the promise: The message should tell people what they get after clicking.
- Test one change at a time: Change the subject, copy, or button separately so you know what caused the shift.
Limits of CTR
High CTR does not guarantee pipeline. Clickbait can raise CTR while attracting poor-fit visitors. Email privacy features can also trigger automated clicks that inflate numbers. Pair CTR with conversion rate and downstream outcomes.
Click-through rate FAQs
What is click-through rate?
Click-through rate is the percentage of people who click on a link, ad, or email after seeing it. You calculate it by dividing clicks by impressions or delivered messages and multiplying by 100. It measures how well a message prompts action.
How do you calculate click-through rate?
Divide the number of clicks by the number of impressions or delivered emails, then multiply by 100. For example, 15 clicks from 500 delivered emails gives a click-through rate of 3%. Check whether your tool uses sent or delivered as the base.
What is a good click-through rate?
It depends on channel, audience, and offer, so a single number is misleading. Compare your results to your own past campaigns and test changes. A rising CTR with steady conversion is a better sign than a high number alone.
What is the difference between click-through rate and click-to-open rate?
Click-through rate divides clicks by delivered or sent emails. Click-to-open rate divides clicks by opened emails. The second isolates how compelling the content was among people who actually opened the message.
Should cold emails include links to track click-through rate?
Many senders avoid links in first cold emails because link tracking can hurt deliverability and replies are the real goal. If you track clicks, treat them as a minor signal and focus on reply rate and meetings.
