CTR measures the percentage of impressions that result in a click. Learn how CTR sits in a marketing funnel KPI tree.
Click-Through Rate (CTR) is Clicks ÷ Impressions, expressed as a percentage. CTR is the first conversion step in nearly every paid and organic acquisition funnel. In a KPI tree, CTR multiplies upstream reach into downstream landing-page traffic: Sessions = Impressions × CTR. Because CTR is creative- and audience-driven, a sudden CTR change is usually traceable to a specific ad variant, audience segment, or placement.