CTR
Click-through rate: the share of impressions that generate a click.
Simple definition
CTR, or click-through rate, measures the share of impressions that generate a click. It helps evaluate whether an ad, thumbnail, headline, link or call to action persuades a user to continue to the next step.
Formula and example
CTR = clicks ÷ impressions × 100. Example: 350 clicks from 50,000 impressions produce a CTR of 0.7%.
How to interpret this KPI
A high CTR can signal a clear, relevant promise, but traffic quality still matters. An exaggerated headline can earn clicks and then convert poorly. Compare CTR on a consistent basis: same placement, campaign type, audience and period.
Do not confuse it with
CTR is not conversion rate. It only shows the share of impressions that become clicks. Conversion rate then measures the share of users completing a desired action using a chosen denominator, such as visits or clicks.
Practical use in Morocco
For campaigns in Morocco, segment CTR by language, device, format and geography when data allows. Arabic, French and English creative can produce different behavior depending on the target audience.
Best practices
- Keep the same definition and denominator when comparing two periods.
- Segment by platform, format, campaign and audience before drawing conclusions.
- Always add context: objective, period, budget and data source.
- Prefer your own first-party performance data over external benchmarks when available.
When a platform or analytics tool uses a different scope, its documented definition takes precedence. See our methodology for assumptions and limitations. FaceTube methodology.
Frequently asked questions
How do you calculate CTR?
Divide clicks by impressions and multiply by 100.
Is a high CTR enough to judge a campaign?
No. You also need to assess visit quality and conversions.
Are CTR and conversion rate the same?
No. CTR measures impression-to-click; conversion rate measures a later desired action.