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Glossary
Click-Through Rate (CTR)
The percentage of people who click on a specific link or button out of the total number of people who view it.
What is Click-Through Rate?
Click-Through Rate (CTR) is a measure of how effective a specific element (like a button, ad, or link) is at grabbing users' attention and prompting an action.
CTR = (Clicks / Impressions) × 100%
Why CTR is a Popular Metric
CTR is often the first metric people track in A/B tests because it's immediate and easy to measure. If you change a button color and the CTR goes up, you know more people are clicking.
CTR vs. Conversion Rate
Be careful: a high CTR doesn't always mean a high conversion rate. You might have a "click-baity" headline that gets everyone to click, but they might leave the page once they realize the content isn't what they expected.