Jan 6, 2026
Click-Through Rate
CTR
The percentage of people who click your ad after seeing it. Primary indicator of ad relevance and creative effectiveness.
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Formula:
(Clicks ÷ Impressions) × 100
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Benchmarks
Google Search: 6.66%. Google Display: 0.46%. Facebook: 1.71%. LinkedIn: 0.44-0.65%. Arts/Entertainment: 13.10% (highest).
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Why It Matters
CTR directly impacts Quality Score on Google and ad costs. Low CTR = poor audience-creative match. Test headlines and images. Warning: high CTR with low conversion rate suggests clickbait or landing page problems, not success.
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