Glossary

CTR

Click-through rate: recorded clicks divided by impressions under the reporting system in use.

Formula

CTR = clicks ÷ impressions. State which click event counts; a playable start, internal interaction, and outbound CTA click are different events.

Interpretation

A high CTR can reflect strong intent, curiosity, accidental interaction, or a mismatch later in the funnel. Compare IPM, CPI, and downstream quality before declaring success.

See the worked funnel.