Marketing Calendar 2026
Click-through-rate (CTR)
Click-through rate, often shortened to CTR, measures how frequently people click on a link, ad, or call-to-action after seeing it. Imagine you’ve just sent an email campaign to promote a free demo of your software. If 1,000 people opened the email and 50 clicked the “Book a Demo” button, that would give you a CTR of 5%. Simple enough, but behind that percentage lies a lot of insight.
The click-through rate tells you how compelling your message is to those receiving it. Whether it’s a Google search ad, a display banner, a social media post, or a link in your newsletter, CTR reflects how well you’re encouraging your audience to take that next step.
It’s calculated as (Number of clicks / Number of impressions) x 100 = Click-through rate (%):
| ( | ) | / | ( | ) | * 100 = |