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Contents

Use a consistent click definition
Check the next step

Click-through rate (CTR) — illustration

Glossary

Click-through rate (CTR)

OmOmesta team·September 15, 2026

Definition

CTR is clicks divided by impressions, expressed as a percentage.

Click-through rate is clicks divided by impressions, expressed as a percentage. One hundred clicks from 10,000 impressions is a 1% CTR.

Use a consistent click definition

All clicks and link clicks measure different actions. Compare the same metric across campaigns.

Check the next step

CTR measures a response to an ad, not completed bookings or purchases. Review conversion tracking and the landing-page journey alongside it.

See also

Return on ad spend (ROAS)
ROAS is attributed revenue divided by advertising spend.
Cost per lead (CPL)
CPL is advertising spend divided by the number of leads measured over the same period.
Cost per click (CPC)
CPC is advertising spend divided by the number of clicks.

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