How Important is Click-through Rate (CTR)?

A click-through rate (CTR) acts as a quality score, or, in our case, an “interest” score, rating the amount of attention your content generates from our readers. Clicks ÷ impressions =  CTR. For example, if you had 15 clicks and 2500 impressions, your CTR would be 0.6%.

Generally speaking, a healthy CTR is anywhere between 0.1 and 0.25%, but this can vary widely depending on your campaign strategy, target audiences, and content.

In campaigns where brand awareness is the primary KPI, CTR plays a more important role, since this suggests a higher frequency of clicks per impressions. The more general your content and audience are, the higher you can expect your CTR to be.

When targeting niche audiences, CTRs will be lower, but this is a reflection of the smaller and more relevant audience pool.

The more content you have, the more likely you are to have a strong CTR, so it’s important to build your campaign with this in mind. You can check your CTRs any time from the ‘By Campaign’ view.

Select to either view data ‘By Campaign’ in the drop-down menu or ‘By Time’, ‘Publisher’, ‘Geo’, or ‘Platform’ for a more granular report.

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Finally, feel free to reach out to our friendly Support team for assistance on how to reach your ideal CTR.

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