What is CTR?

What is CTR?



CTR or Click Through Ratio is the ratio of clicks on an advertising link or banner to the number of its impressions. Calculated as a percentage.

To calculate CTR use the following formula: (number of clicks / number of impressions) * 100%.

The conversion rate shows how effective both the company and its advertising tools are, whether it is selling an ad in Google Ads or a banner in YAN.

The CTR is influenced by:

  • The location of the ad, its size and design;
  • Contents;



  • Dynamic
  • Brightness
  • Meeting the needs of the target audience;
  • Availability of unique offers for the buyer (promotions, discounts, sales).

The click-through rate is directly dependent on the page of the site on which it is placed in the SERP. Slightly more than 50% of all clicks on the first page are taken by the top three Internet resources. The remaining 40-45% is distributed between sites by 4-10.

Contextual advertising has the highest CTR – an average of 8-15%. In context, CTR affects your ad’s cost-per-click (CPC). With high rates, the cost per click will be lower.

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