CTR - Click Through Rate

Click Through Rate (CTR) can be defined as the ratio of the number of times a click is made on a particular advertisement to the number of times the ad is shown/served.

Click Through rate percentage can be calculated as :

For Example:

If an advertiser is serving his/her advertisement(such as banner ad) for 100 times on a publisher's website and the advertisement receives only 5 clicks then the click through rate for the advertisement is 5%.

However in most cases, a 2% click-through rate would be considered very successful campaign.

In general Click Through Rate is a way of measuring the success of an online campaign by calculating the ratio of number of clicks on a particular advertisement to the total number of impression (the number of times the advertisement is shown).