Click-Through Rate

CTR is the ratio of clicks on a specific link to the number of times a page, email, or advertisement is shown. It is commonly used to measure the success of an online advertising campaign for a particular website, as well as the effectiveness of email campaigns. Click-through rates for ad campaigns vary tremendously. The first online display ad, for AT&T, had a 44% click-through rate. With time, the overall rate of user clicks on webpage banner ads has decreased.