A campaign's click-through rate is a ratio of the number of people who clicked through a link to visit a web page relative to the number of people who viewed the campaign.In theory, the more click-throughs you have, the better targeted your campaigns are, and the better they address your prospects' needs.Of course, just because someone follows a link to a landing page, doesn't guarantee they'll browse or buy on site — a prospect could click through and rapidly bounce from the page. Hence why you shouldn't use this KPI alone to measure the efficacy of your campaigns.The greater the CTR number, the more successful your ads, emails, or whatever other digital promotion for which you measure CTR will be as a result.
Click-Through Rate FormulaBefore we begin to break down the average click-through rate — so that you can assess how your campaigns perform against the national averages — it's essential to learn how to calculate CTR.To do so, we'll use a simple formula.Click-Through Rate = Number of Click-Throughs / Number of Impressions x 100%With respect to email, instead of impressions, use the number of tracked messages delivered. Otherwise, the CTR calculation remains unchanged.For instance, if your ad campaign generates 10,000 impressions and 230 click-throughs, your formula will look like this:CTR = (230 / 10,000) x 100% = 2.3%Is that CTR good or bad? Let's explore it further.