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Click Through Rate (CTR) is a metric that expresses the ratio between the total number of impressions and the number of clicks.

It is therefore a quantification of the success of an element of a marketing strategy, such as a PPC ad, CTA button or form. The calculation is simple: number of clicks / number of impressions * 100. CTR is given as a percentage. The higher the percentage, the more effective/successful the element is. By optimizing the CTR of individual activation elements on the page or in the ad (illustration, text, position, ...) you increase the conversion rate - the ratio between the number of impressions and the number of orders.


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