Click-Through Rate

Also called CTR

Click-through rate: the percentage of people who click a link, ad, or email out of everyone who saw it.

CTR = clicks / impressions

Why it matters

CTR measures whether your creative and message earn attention. In paid channels it directly affects cost, since platforms reward ads people click with cheaper reach.

For example

An ad is shown 10,000 times and clicked 200 times, a click-through rate of 2 percent.

Go deeper

The Law of Shitty Clickthroughs Andrew Chen · article Why every new channel's click-through rates decay over time, and what that means for anyone relying on paid or novel channels. Open andrewchen.com →

Related terms

Also in Starting Up

See how founders actually handle this on Money, pricing and metrics, part of the Starting Up hub.

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