Glossary
CTR
The share of impressions that turn into clicks: CTR = clicks / impressions × 100%. It measures the creative and the targeting, not the offer. A push ad at 1% CTR is doing well; a native teaser at 0.2% is normal.
Also called: click-through rate.
CTR is the first number a creative produces and the fastest to read. A low CTR means the ad does not stop people; a high CTR with a low conversion rate means it stops the wrong people or promises what the lander does not deliver.
Every format has its own normal range. Compare a creative with the others in the same placement, not with a benchmark from another source.
Related terms: Creative, CPM, Conversion rate, Split test.