Formula
Click-through rate is clicks divided by impressions:
CTR = clicks / impressions
The result is a percent. It is not a cost.
Assumptions
- Each click is one of the impressions.
- The counts are for the same ad and period.
Worked example
400 clicks from 20,000 impressions is a click-through rate of 2.00%.
Input definitions
- Impressions
- Times the ad was shown.
- Clicks
- Times it was clicked. Zero is allowed. The count cannot exceed impressions.
Limitations
A click is not a sale. Use the conversion rate page for visitors who completed an action.
Questions
Why is there no currency?
This result is a percent of impressions. Cost per click is a separate page.
What if clicks exceed impressions?
The form rejects that count. A click has to come from a shown impression in this model.