CTR (Click-Through Rate)
CTR, or click-through rate, is the percentage of people who click a link or ad out of those who saw it, calculated as clicks divided by impressions, measuring how compelling a link, ad, or promotion is.
CTR = clicks ÷ impressions × 100. A link shown 10,000 times and clicked 200 times has a 2% CTR. It gauges how effectively creative, copy, and placement earn a click.
In affiliate and influencer marketing, CTR reveals how persuasive a call-to-action or link placement is, and it feeds downstream economics: clicks combine with conversion rate and order value to produce earnings per click (EPC).
See also
- CPC (Cost Per Click)
CPC, or cost per click, is the amount an advertiser pays each time someone clicks their ad or link, a common pricing model in paid search and display and a key metric for PPC affiliates.
- CPM (Cost Per Mille)
CPM, or cost per mille, is the price an advertiser pays per one thousand impressions of an ad or sponsored content, a standard way to price awareness-focused campaigns and influencer posts.
- Conversion Rate
Conversion rate is the percentage of referred clicks or visitors that complete a qualifying action, calculated as conversions divided by clicks.
- Reach vs Impressions
Reach is the number of unique people who saw a piece of content, while impressions count the total times it was displayed including repeat views — so impressions are always equal to or greater than reach.
- Engagement Rate
Engagement rate is the percentage of a creator's audience that interacts with their content — likes, comments, shares, saves — relative to followers or reach, used as a key measure of audience quality and influence.
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