CTR: the number, and what it hides
The share of impressions that produced a click.
Why ctr matters
The fastest read on whether the ad is asking for the click clearly. It moves quickly enough to be useful on day one, well before conversion data arrives.
What this looks like with real numbers
An ad at 0.8% CTR converting at 4% beats an ad at 2.1% CTR converting at 0.9% on the same spend. The second one looks better in every dashboard and loses money.
What it does not tell you
It is the most gameable metric in the account. Curiosity-gap openings raise CTR and can lower conversion rate at the same time, which is a net loss dressed as an improvement.
The mistake people actually make
Treating CTR as a creative quality score. It is a promise-making metric, and a promise the landing page cannot keep costs you twice.
Questions, answered.
How do you calculate ctr?
Clicks ÷ impressions. The share of impressions that produced a click.
What goes wrong with ctr?
Treating CTR as a creative quality score. It is a promise-making metric, and a promise the landing page cannot keep costs you twice.
What does ctr not tell me?
It is the most gameable metric in the account. Curiosity-gap openings raise CTR and can lower conversion rate at the same time, which is a net loss dressed as an improvement.
Change the creative, not the dashboard
The share of impressions that produced a click.