Why Does CTR Matter in Programmatic?
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Feb 01

Why does click-through rate matter?

In the digital marketing world, the term click-through is gold. More commonly it is referred to as CTR, which stands for “Click Through Rate.” CTR refers the percentage of people visiting a web page who access a hypertext link to a particular advertisement. It is calculated by taking the number of clicks an ad received and dividing that by the number of displays.

An adŠ—’s CTR represents how well the ad converts a viewer into a clicker. Speaking, thatŠ—’s all that it measures. A higher CTR represents a more Š—“persuasiveŠ— ad than one that has a lower CTR. If we make assumptions about how the ad is being placed, it is somewhat related to the adŠ—’s overall effectiveness at generating business.


Why Click-Through Rates Matter:

The open rate is a measurement of the number of people who have downloaded images to the email. While a number of opens is important, the click-through rate will accurately tell you how many people have interacted with your email by clicking on the links. With the prevalence of preview panes and email clients that block images, the click-through rate is often seen as the most valuable measurement for email marketers.


About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.