What Is CTR? (Click-Through-Rate)
CTR is the number of clicks that your ad receives divided by the number of times your ad is shown.
Clicks / Impressions is an important indicator of campaign performance.
(Total Clicks on Ad) / (Total Impressions) = Click-Through Rate
CTR is not always directly related to campaign success in terms of conversions.
So, combine these with the bounce rate and check the suitability of your landing pages.
- Facebook = Relevance Score
- Twitter = Adjusted Bid
A blog has a high bounce rate, here’s why.
It’s either content-related or you link too early to somewhere else.
Understanding Click-Through Rate for PPC
CTR for PPC is a metric that measures the number of clicks advertisers receive on their ads per number of impressions.
By achieving a high click-through rate is essential to your PPC success, because it directly affects both your Quality Score and how much you pay every time someone clicks your search ad.
High click-through rates lead to high-quality scores.
Measuring CTR
To measure Click-Through-Rate (CTR) you can use Google Analytics. Using this platform means you can focus on analysing metrics such as Page Views, Duration, Destination.
Then measure goals such as events. An example of a goal is to watch a video which is then referred to a friend, or download a PDF.
‘Active Users’ which is a report that can be a rolling figure over 7-Days, 14-Days etc.
You are then able to measure the stickiness.
Limitation of Click-Through-Rate
CTR on its own is limited in what it can tell you. Engagement isn’t as easy to measure but it is able to give you more information about the success of your campaign.
Remember, your campaign goals may be longer-term than just immediate conversations.
Metrics That Can Be Use To Measure Campaign Success
You can use different metrics to measure your campaign success, such as:
- Return
- Impression Share
- URL Campaign tracker code on Google Analytics
- Google Tag Manager
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