What it means
The metric is calculated by dividing clicks by impressions and expressing the result as a percentage.
Term in plain language
CTR
The share of clicks among all impressions of a search result, advert or other element.
Why it matters
CTR helps compare impression appeal, but without position, audience and conversion it does not prove traffic quality.
Example
An advert has 1,000 impressions and 40 clicks, giving a 4% CTR; cost and enquiries are then evaluated separately.
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Conversion
A target user action and the share of visitors who complete it.