What Is CTR (Clickthrough Rate)?

作者：Coursera Staff • 更新于 Oct 15, 2025

Discover the importance of clickthrough rate (CTR) in digital marketing, a key metric for ad effectiveness.

[Featured image] A SEO in a blue button-up shirt sits at a laptop checking the clickthrough rate (CTR) or their webpage.

Key takeaways

A click-through rate, or CTR, assesses how engaging an ad or webpage is to users.

You can determine CTR by dividing the total clicks by the total views of the ad or landing page.

A higher CTR suggests that your ad or webpage resonates well with users.

Deepening your understanding of search engine optimization (SEO) can help you boost your click-through rate and digital marketing skills.

Find out what CTR is and why it’s essential for measuring online engagement. If you’re ready to start preparing for a role in digital marketing, consider pursuing the Google Digital Marketing & E-commerce Professional Certificate. The eight-course series in this flexible program offers insights into building e-commerce stores, analyzing online performance, growing customer loyalty, and more.

What is CTR in marketing?

Clickthrough rate (CTR) is a way to measure the percentage of people who perform an action, like clicking, when they see an online advertisement or webpage. A high CTR is preferable because it means that users find your ad or webpage highly relevant and engaging to the target audience. CTR is an important metric when it comes to digital marketing efforts like search engine optimization (SEO).

The calculation for CTR accounts for the number of times people saw the ad or webpage link versus the number of times they took action. Many programs will automatically calculate CTR, but the equation is typically the number of clicks divided by the number of impressions.

For example, let’s say you publish a blog post featuring an ad that 5,000 people saw and 230 people clicked on. Your CTR would be 4.6 percent. If the ad garnered 1,200 clicks, your CTR would be 24 percent. The definition of a "good" clickthrough rate depends on the industry, type of ad or website, and platform where the link is displayed (for example, email, Google search, or display ads on a blog).

How to boost CTR?

A few simple adjustments to your ad campaigns or webpage can result in a significant increase in CTR. For example, adding long-tail keywords to your ad copy, creating more descriptive uniform resource locators (URLs), using high-quality images, and including clear and effective calls to action (CTAs) can all contribute to a higher CTR.

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