Click-through rate, or CTR as most marketers call it, is one of the most common digital marketing metrics that measure the percentage of impressions that emanated into a click. It gives an idea about the effectiveness of an online advertising campaign for a website or the success of an email campaign.
You can calculate CTR by dividing the number of clicks received on a single email or an online advertisement by the total number of impressions (views) for that ad/email and multiplying the result with 100.
For instance, if your ad got 100,000 impressions that generated 1000 clicks, your CTA would be 1%.
CTR is an important metric that plays a crucial role in analyzing the quality of your content and how well it is resonating with your target audience. The average CTR for online advertising, including email campaigns and display ads, is 2%, depending on the campaign and your industry type.
There is a high chance you can improve the CTR of your online campaigns by using catchy headlines with relevant keywords and engaging content with images, videos, gifs, and compelling CTAs.