The click-through rate (CTR) is the ratio of the number of individuals who click on a certain link or call to action to the number of times the link was shown to them (the number of impressions)

CTR is calculated by using the click-through against impressions made by the content to a percentage.

CTR = Click-through/impression x 100

CTR is an important indicator since it helps you understand your consumers by telling you what works (and what doesn’t) while attempting to contact your target demographic.

A low CTR might imply that you’re targeting the incorrect people or that you’re not speaking their language convincingly enough to attract them to click.