Click-through rate (CTR)
Click-through rate is the share of people who click a link, ad, or element out of everyone who saw it, calculated as clicks divided by impressions, times 100. It measures how well a creative or placement earns the next action, one step before the shopper reaches your store.
Click-through rate is the share of people who click a link, ad, or element out of everyone who saw it, calculated as clicks divided by impressions, times 100. It measures how well a creative or placement earns the next action, one step before the shopper reaches your store.
CTR is a relevance signal. A high rate means the message matched what the viewer wanted enough to make them act; a low rate means the creative, the audience, or the placement is off. Because it sits early in the funnel, it tells you quickly whether something is worth more spend or a rethink.
The same word covers a few different things, so always say what you are measuring: ad CTR (clicks on an ad), email CTR (clicks inside an email), or on-site CTR (taps on a banner, a product card, or a video tag). The formula is the same, but the benchmark and the meaning change with context.
A click is not a sale. A creative can win a high CTR and still convert poorly if the page it leads to disappoints. Read CTR next to what happens after the click, conversion rate and add-to-cart rate, so you are improving the whole path and not just the first tap.
On beyondRegular
Inside a beyondRegular widget, CTR usually means the share of viewers who tap a product hotspot in a video, the moment interest turns into a buying step. It tells you which clips and which tagged products actually pull a tap. Read it alongside the add-to-cart and order data the widget attributes per video, so you can tell a clip that gets taps from one that gets taps and sales.
Common questions
What is a good click-through rate?
There is no single good number, because it depends entirely on context. A search ad, a display banner, a marketing email, and a tap on an on-site video tag all sit at very different rates, so comparing across them is meaningless. The useful test is your own trend: did a new creative, audience, or placement move your CTR up against your previous baseline.
How is CTR different from conversion rate?
CTR measures the click: the share of people who saw something and acted on it. Conversion rate measures the purchase: the share of sessions that end in a completed order. CTR is an earlier, upper-funnel signal about whether a creative earns attention; conversion rate is the downstream result that tells you whether that attention turned into revenue.
Related resources
Engagement rate
Engagement rate is the share of people who interact with a piece of content rather than just see it, measured as engagement actions divided by reach or views, times 100. On video it counts watches, taps, likes, shares, and clicks, showing how much an audience actually responds instead of scrolling past.
Conversion rate
Conversion rate is the share of store sessions that end in a completed purchase, calculated as orders divided by sessions, times 100. It is the headline measure of how well a store turns visitors into buyers, and small improvements compound directly into revenue.