Click-through rate
Also called: CTR
The share of people who clicked a link after seeing a post or ad: clicks divided by impressions, as a percentage.
If a post with a link is seen 5,000 times and clicked 100 times, its click-through rate is 2%. It shows how well a post persuades people to leave the network and visit your site.
CTR depends on the offer, the call to action and how much the network lets links travel. Networks that favour keeping people in the app, such as Instagram, naturally see lower rates than a newsletter or a search ad.
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