Glossary · Ad metrics
Click-Through Rate (CTR)
The ratio of clicks to impressions for an ad.
What is Click-Through Rate (CTR)?
Click-through rate (CTR) is the number of clicks an ad receives divided by the number of impressions it was shown, expressed as a percentage.
It is a core measure of how compelling and relevant an ad is. Highly contextual placements tend to earn better CTR than untargeted ones.
Click-Through Rate (CTR) in context
To understand Click-Through Rate (CTR) fully, it helps to know the concepts around it. Ad Impression, a single instance of an ad being served to a user. Conversion Rate, the share of users who take a desired action, such as upgrading to paid. Ad Relevance, how well an ad matches the user's current intent or context.
Together these describe how ad metrics works in practice for an AI app, and where Click-Through Rate (CTR) fits among them.
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