What does click-through rate (CTR) measure in digital advertising?

What does click-through rate (CTR) measure in digital advertising?

• A. The ratio of impressions to clicks; indicates ad relevance.
• B. The ratio of clicks to impressions; indicates ad relevance and engagement.
• C. Total number of clicks across the campaign.
• D. Average session duration on the landing page.

Answer: (B)

CTR measures how often people who see an ad actually click on it. It’s calculated as clicks divided by impressions, so it’s a ratio rather than a total count. This rate shows ad relevance and engagement: a higher CTR means the creative and message are resonating with the audience and prompting action. It isn’t about the total number of clicks or the total impressions alone, and it doesn’t tell you what happens after the click, like how long someone stays on the landing page.