What is a click-through rate: definition, video - definition (2023)

A click-through rate (or CTR) is a metric that determines the number of email link clicks from the number of messages delivered. For YouTube videos, it shows the click-through rate based on the number of impressions (the number of times YouTube's algorithm viewed a video). In Google Ads, CTR is the number of clicks on ads based on the number of times the ads were shown. visa.

In this video, marketer SendPulse offers eight tips for improving email CTR.

What is a click-through rate: definition, video - definition (1)

(Video) What is Click Through Rate on YouTube? (CTR Explained)

Why is it important to monitor click-through rate?

It is a crucial digital marketing metric that helps companies monitor the performance of theiremail marketing campaigns, YouTube videos andppc advertising🇧🇷 You cannot analyze how users emotionally interact with different types of content. However, people do express their interest when they click on your content. This allows younurturethey for the nextlead funnelscenery. Without tracking this metric, it won't be entirely clear what impact your marketing campaigns are having on your audience.

CTR indicates the effectiveness of your marketing approaches and methods, as well as how accurately you are targeting your audience. This metric also identifies whether you speak the language of your customers and whether you have thought through your promotional campaign well. A CTR also lets you compare your current campaigns to past campaigns and see if you're moving in the right direction. A low click-through rate is a red flag that you've made a mistake somewhere.

Let's find out how to track this metric across different internet marketing channels.

How to measure a click-through rate

  • CTR formula for email campaigns
  • CTR formula for YouTube videos
  • CTR formula for PPC ads

CTR is calculated similarly for each channel where marketers use this KPI. Let's see how to check your click-through rate on different platforms.

CTR formula for email campaigns

Here's how to measure your email campaign's click-through rate.

Email CTR = Number of clicks/Number of emails delivered x 100

(Video) What is CTR? Click-Through-Rate

A click-through rate, along with theopen band,cancellation fee,bounce rate, etc. are automatically tracked after sending your email campaigns with SendPulse. This detailed statistical report looks like an infographic, making it easy to analyze.

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You can also go beyond email CTR with aclick on the map🇧🇷 It allows you to accurately track the links users click on in the email. This is what this function looks like.

What is a click-through rate: definition, video - definition (3)

CTR formula for YouTube videos

Here's how to calculate the click-through rate of YouTube videos.

YouTube video CTR = number of ad clicks / number of impressions

You can analyze CTR, watch time, average view duration, and number of unique viewers in the "Analytics" tab of your YouTube studio. One report shows a 4.9% click-through rate for videos in the last 28 days.

(Video) What is Click-Through Rate CTR? (CTR Definition)

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CTR formula for PPC ads

You can analyze this and other metrics on Google AdSense, a platform to track the effectiveness of your ads.

PPC Ad CTR = Number of Ad Clicks/Number of Impressions

This is the AdSense "Home" tab where you can review your estimated earnings including earnings by country and performance metrics including number of pageviews, clicks and CTR.

What is a click-through rate: definition, video - definition (5)

What is the average click through rate?

This metric differs dramatically across channels, industries, and brands. Let's get to know this data in the three channels:

  • Average CTR in email marketing. According to HubSpot, the highest average CTR is 8.5% to 9.3% in the retail, healthcare, and manufacturing industries. The lowest average is 6.8% to 7.1% in real estate and finance.
  • Average CTR for YouTube videos. According to YouTube, half of all videos on the platform have a CTR of 2% to 10%.
  • Average CTR on PPC ads. According to WordStream, the highest average CTR fordisplay adsis 3.4% for online dating industries. Lowest CTR is 1.3% for industrial services and legal sectors

Let's now see how to improve your CTR for each channel.

(Video) What Is Click Through Rate On YouTube?! // CTR explained + how to increase CTR to get more views

5 best practices to improve email CTR

  1. First improve your open rate
  2. Format your emails correctly
  3. Customize your messages
  4. Use a direct CTA
  5. Run A/B tests

The key to email marketing success is building lasting relationships with your audience, sharing relevant content, and keeping your email list healthy. Let's look at five specific tips that are uniquely aimed at improving your click-through rate.

  1. Improve your open rate first.The open rate shows how many people opened your message. If this metric is low, your CTR will be too. Create engaging and relevantsubject lines, enrich them withpreheaded textand clean up your list of inactive email addresses to improve your open rate.
  2. Format your emails correctly.Make sure your email looks professional and has aresponsive design, so that it displays well on all devices, including smartphones. Users are less likely to interact with malformed emails; in fact, they might even unsubscribe or mark your email asunwanted emails.
  3. Customize your messages.Segment your audience into groups with common interests. This will help you create relevant and personalized emails and present you with irresistible offers and discounts at the right time. With personalization, you can add more value to your audience by increasing CTR.
  4. Use a simple CTA.It's better to use just onecall to actionto better focus the subscriber's attention. A good CTA should tell users what the next step is. If you're promoting language courses, your call-to-action should be "Learn More" or "Buy Now" if you've already outlined all the details in the email. If you send aabandoned cart email, your CTA better say "Proceed to Checkout" or "Return to Cart".
  5. Run A/B tests.This feature lets you compare different variations of subject lines, CTAs, text, and images to find what works best.A/B testsit's free for SendPulse users.

Let's see how to get more clicks on your videos.

3 best practices to improve the CTR of YouTube videos

  1. Work on the title and thumbnail
  2. Tailor your content to your target audience
  3. Analyze your audience retention

As with email marketing, the quality of your content is crucial to generating more clicks and views. Here's what you should try to make things better.

  1. Work on the title and thumbnail.If your video gets a lot of impressions on YouTube and only a few people click through to watch it, it means either your video title and thumbnail aren't engaging, or the video itself doesn't meet user expectations.
  2. Tailor your content to your target audience.set yourtarget audience, what language they speak, as well as their needs and weaknesses. Putting yourself in your viewers' shoes is a great way to create awesome content that users are likely to interact with and click on.
  3. Analyze your audience retention.Look for patterns in your audience retention charts. This will help you understand why viewers close your video without watching it to the end and what catches their attention. Use this information to create better content and increase your CTR.

6 best practices to improve the CTR of your PPC ads

  1. Use a countdown timer to create FOMO
  2. Use ad extensions
  3. Put the main keyword in the ad URL
  4. Use a simple CTA on your banners
  5. Try different types of ads
  6. user remarketing

Digital ads have the lowest CTR among other placements, but decreasing the global reach of these ads is worth it. Let's give six tips to improve it.

(Video) What is CTR? Advertising and Marketing CTR Explained for Beginners

  1. Use a countdown timer to create FOMO.It's a good idea to add time sensitivity to your ad. By tailoring your ads to the right audience, this technique will help you earn more clicks.
  2. Use ad extensions.These extensions allow you to update your Google search ads. Using them, you can enrich your SERP ad snippet with specific location, contact, order, and application information. You can attract more users to your site by showing them specific details like product prices.
  3. Put your main keyword in the ad URL.Users who view your ad on the Google SERP will see that your business specializes in a certain field, such as yoga classes. This will add more reasons to click your ad.
  4. Use a simple CTA in your banner ads.Clarify what happens when the user clicks on the ad. People have a short attention span, so you need to grab their attention with a clear CTA right away. Any lack of clarity will reduce the number of clicks on your ads.
  5. Try different types of ads.Test different types of ads, including search, display, and serving ads. You never know which types work best for your industry unless you try.
  6. Use o remarketing.This form of online advertising allows you to show your ads to users who have already interacted with your ad multiple times. While some people find this annoying, it can help you drive more potential customers to your website.

Congratulations, you learned what CTR is in digital marketing! We hope this guide helps you improve your CTR.


  1. This article on the Constant Contact blogdefines the email CTR, considers the average CTR, and describes the factors that influence this metric.
  2. The articleprovides practical tips for increasing email CTR.
  3. The articleprovides tips to improve email marketing metrics along with CTR.
  4. In this HubSpot article, you'll find 11 sure-fire ways to increase email CTR.
  5. The articleprovides 14 practical tips for improving email CTR.

Last update:25.08.2022


What is a click-through rate simple terms? ›

Click-through rate (CTR): Definition

A ratio showing how often people who see your ad or free product listing end up clicking it. Click-through rate (CTR) can be used to gauge how well your keywords and ads, and free listings, are performing.

What is CTR vs click rate? ›

CTR is a metric that measures how many people click through an email in relation to how many emails were delivered. Essentially, the click rate is a percentage that tells you how many emails successfully achieved one click from a subscriber.

What is social media click-through rate? ›

Click through rate compares the number of time someone clicks on your content, to the number of impressions you get (how many times the ad was viewed). CTR appears as an important metric in email, display, social and paid search campaigns.

What is considered a good CTR rate? ›

For arts and entertainment, the average click-through rate is 10.67%, so a good CTR for businesses in this industry would be something like 11-12%. However, those are the two extremes. You can see that most industries have an average click-through rate of between 4-6%. So a good Google Ads click-through rate is 6-7%+.

Is 5% a good click-through rate? ›

So, CTR is a ratio displayed as a percentage. The average CTR for Google Ads should fall somewhere between 3 and 5% – most marketers consider that good.

Is a 2% click-through rate good? ›

Based on these factors, a good account CTR is 2%. Others would argue that 2% is too low. I'm not advocating that once you hit 2% CTR, you're in the clear. You should constantly strive to improve CTR in conjunction with your cost per conversion and conversion rate goals.

What is a good TikTok click-through rate? ›

Click-through rate: shows how often people click on your ads. According to Savannah, on TikTok, a good click-through rate is above 1%. If your click-through rate falls below 1%, you may want to test different creatives or audience groups. Cost per click: shows how much you're paying for each click on your ad.

What does 10 click-through rate mean? ›

CTR = (Clicks / Impressions) x 100

Say you ran an ad that generated 10 clicks from 100 impressions. Using the formula above, you'd divide 10 (number of clicks) by 100 (number of impressions). 10 divided 100 equals 0.1. To find the CTR, we multiply 0.1 by 100, which returns 10. Your click-through rate would be 10%.

Is lower CTR better? ›

As a metric, CTR tells you how relevant searchers are finding your ad to be. If you have a: High CTR, users are finding your ad to be highly relevant. Low CTR, users are finding your ad to be less relevant.

How do I increase my click-through rate? ›

Use Long-Tail Keywords

One of the first ways you can boost your organic CTR is by using long-tail keywords—especially in your headings and title tags. Long-tail keywords are highly descriptive and, as a result, they match your content to search intent.

What is the highest CTR? ›

CTR Benchmarks by Channel

On average, Twitter ads have the highest CTR (2.00%) and LinkedIn has the lowest (0.06%).

Why is my CTR so high? ›

“There are two major reasons for high CTR but still no conversions on any ad campaign,” says Eddie Friedel of Design Service Pro. “You are ranking for a wrong query(different intent) 2. Your landing page content is totally opposite to your ad copy.

Is 1% click-through rate good? ›

It's the rate at which your PPC ads are clicked. Basically, it's the percentage of people who click your ad (clicks) divided by the ones who view your ad (impressions). As far as what constitutes a good click through rate, the average is around 1.91% for search and 0.35% for display.

Is 14% click-through rate good? ›

Although there is no exact number to determine what a good click-through rate is, 2% is average for an entire account across all verticals. This means some campaigns inside the account could be performing better and some could be performing worse. Anything higher than 2% is above average.

Is 3% click-through rate good? ›

On the flip side, industries like legal services, e-commerce, and industrial services struggle with click-through-rates when it comes to search. Obviously, these are only averages. You'll want to hit a number that's above average in your industry. For PPC, anything between 3%-5% will put you in a good range.

What is a good click-through rate 2022? ›

A good click-through rate for email can range from 1% to nearly 5%, based on the industry. On average, it's good to anticipate a click-through rate of 2.5%—although it's better to aim for around 4% if that is achievable in your industry.

Is 15% click-through rate good? ›

Here, click-through rates will vary depending on the type of newsletter, among other factors. B2B newsletters (such as the WordStream Performance Tip!) tend to have higher CTR than B2C newsletters. In either case, a good click-through rate for email is between 10% and 20%.

Does click-through rate matter? ›

CTR is an important metric because it helps you understand your customers—it tells you what works (and what doesn't work) when trying to reach your target audience. A low CTR could indicate that you're targeting the wrong audience or that you're not speaking their language persuasively enough to convince them to click.

Is 1k views on TikTok good? ›

If your videos get 100 or fewer views, you're going to have a zombie account, so delete and start again. Videos that get between 1000–3000 views mean you have a mid-tier account. Videos that get 10,000+ views mean you have a “head” account.

How do you increase CTR on TikTok? ›

Article Contents
  1. Make sure you use audio.
  2. Front load your ads.
  3. Use TikTok Creator Marketplace.
  4. Jump on the bandwagon.
  5. Be real (or really funny)
  6. Create vertical adverts.
  7. Address the audience.
  8. Use textual overlays.
11 Apr 2022

Why is click-through rate so important? ›

CTR is an important metric because it helps you understand your customers—it tells you what works (and what doesn't work) when trying to reach your target audience. A low CTR could indicate that you're targeting the wrong audience or that you're not speaking their language persuasively enough to convince them to click.

What is click-through rate quizlet? ›

Click-through rate (CTR) Click-through is the process of clicking on an online advertisement to bring the consumer to the advertiser's destination. Click-through rate (CTR) is the average number of click-throughs per hundred ad impressions, expressed as a percentage.

What does click-through rate mean in email? ›

Click-through rate, or email click rate, is the measure of how many people clicked on a hyperlink, CTA, or image within a particular email. It can be calculated by taking the total number of clicks an email receives, and dividing that number by the total number of delivered messages.

Is a high or low CTR better? ›

In practice, the higher your CTR, the better for your business. Generally, a click rate of 3% or more is considered satisfactory. To assess whether this metric is high or low, you must consider your business segment and the performance of competitors, in addition to your experience with ads.

Is a high or low CTR good? ›

The higher your CTR in Google Ads, the better your ranking and the lower your costs. Click-through rate is the percentage of total ad views that result in clicks, and it is one of the key factors in Google's Quality Score formula.

Is CTR good measure? ›

There are many reasons why marketers seek to optimize their CTR and why it is one of the most important metrics to monitor in regards to PPC advertising. For one, a high average CTR indicates your link and/or ad is drawing attention and traffic to your site. This means more audience for your offer.

What is click-through rate TikTok? ›

Click-through rate: shows how often people click on your ads. According to Savannah, on TikTok, a good click-through rate is above 1%. If your click-through rate falls below 1%, you may want to test different creatives or audience groups. Cost per click: shows how much you're paying for each click on your ad.


(Annie Dubé)
2. What is the difference between Click Rate (CR) and Click Through Rate (CTR)
(Flowium - eCommerce Email Marketing)
3. Click Through Rate Definition (How to Calculate CTR)
4. What is a Good Click-Through Rate (CTR)? Average Click Through Rates for Google Ads and Facebook Ads
(Surfside PPC)
5. Why does my YouTube video have low impressions? (even with a high CTR!)
(Salma Jafri - YouTube Coach)
(Fit Fab 50)


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