What is the click through rate

The Click-Through Rate is a fundamental factor for understanding the effectiveness of a web advertising campaign.

Specifically, it indicates the ratio between the number of times the banner or advertisement is seen by users and the clicks on it.

On average, the Click-Through Rate of campaigns (Facebook but not only) is very low, and exceeding 1% in a web advertising project is an excellent starting point.

When your banner is displayed, it creates a statistic called impression delivered by a user.

The higher the Click-Through Rate, the greater the positive impact on the campaign which will result scalable and effective.

Characteristics of the Click-Through Rate

The Click-Through Rate is part of those essential indicators to monitor the success of an effective and profitable web marketing campaign.

In addition to the Click-Through Rate, we find other performance indicators:

• Redemption: is the response rate in relation to the contacts obtained; 
• Conversation rate: or conversion rate, is that specific technique that determines the percentage of visitors who have performed the call to action (or in other words, the goal) of the campaign. 

The Click-Through Rate is a factor that is especially influenced by those communicative and graphic aspects that make up the creative part of web ads.

The main factors that can affect the value of CTR include:

• An interesting and convenient offer;
• Persuasive graphic and textual content;
• A well-studied positioning strategy and target audience for the campaign, detailed to encourage a call to action;

If the Click-Through Rate aims to improve the number of clicks on the call to action in relation to the content and graphic aspects of the campaign, there are other terms that go even more specifically into the economy of the campaign itself, and these include:

• CPC: Cost per Click;
• CPA: Cost per Acquisition;
• CPL: Cost per Lead;
• CPA: Cost per Action.

Difference between Click-Through Rate and Click to Open Rate

While click through rate calculates the percentage of clicks over impressions, Click to Open Rate differs slightly as it relates the number of clicks to the number of unique individuals who click. Therefore, if the same person clicks twice on the advertisement, the CTOR will not increase, while the CTR will.

The Click Through Rate is a fundamental indicator for understanding the performance of a web campaign, where to improve and with which tools.

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