[GTM glossary](/glossary.md) Click-through rate Sales Development & Prospecting # 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. Share term --- ## More related phrases * [Open rate](/glossary/open-rate.md) * [Engagement rate](/glossary/engagement-rate.md) * [Revenue per click](/glossary/revenue-per-click.md) ## Similar phrases * [Positive reply rate](/glossary/positive-reply-rate.md) Positive reply rate is the share of outbound messages that get an interested response, such as a meeting request, rather than just any reply. * [Reply rate](/glossary/reply-rate.md) Reply rate is the percentage of delivered outreach messages that get any response, used to judge how well your targeting, copy, and deliverability work. * [Email deliverability](/glossary/email-deliverability.md) Email deliverability is your ability to get emails into recipients’ inboxes instead of spam or being rejected, shaped by reputation, authentication, and content. * [Email personalization](/glossary/email-personalization.md) Email personalization is tailoring an email to a specific recipient using details like role, company, or recent events so the message feels relevant. * [Conversion rate](/glossary/conversion-rate.md) Conversion rate is the percentage of people or accounts that move from one stage of your funnel to the next, and it shows where your go-to-market motion leaks.