Click-through rate

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The click-through rate (short: CTR ; also: click rate ) is a key figure in the field of internet marketing , which shows the number of clicks on advertising banners or sponsor links in relation to the total impressions . If an advertisement is shown hundreds of times and clicked once, the click rate is 1%. In Google's organic search results , the click-through rate roughly corresponds to Zipf's law (CTR ~ 1 / position).

With classic banner advertising on the World Wide Web, the click-through rate is usually in the per mille range without targeted use - sometimes only one or two clicks per 1000 ad impressions . In comparison, “ native advertising ” usually achieves higher click rates, which, depending on the industry or the source, can be between 0.2 and 1.2 percent or more.

The click rate is often presented as a primary measure of the success of an advertising medium. However, this is only a partially correct assumption, especially for campaigns that serve less for direct sales of a single product than for branding, i.e. increasing awareness of a brand or product.

Types of click-through rates

The CTR can be used and calculated in various areas of online marketing . One differentiates z. B. between CTR in search engine marketing , CTR in banner advertising and CTR in search engine optimization . This key figure is also taken into account in reporting in affiliate marketing .

Click through rate in email marketing

In contrast to banner advertising , the click rate in email marketing is defined as the ratio between the opened emails and clicks on the links contained in the email. The gross click rate (all clicks on the links, including multiple clicks by individual people) can be differentiated from the net click rate (only one click per link is counted by each person). Depending on the industry and other circumstances, click rates between 3 and 15% are considered normal.

See also

Individual evidence

  1. ^ The Digital Advertising Stats You Need for 2018
  2. Premium native ads see higher engagement that traditional display
  3. 5 Native Ad Metrics And The Benchmarks That Tell You When It's Working
  4. ^ The Digital Advertising Stats You Need for 2018
  5. Do you still think the click through rate is the right KPI for online banners?