The click-through rate is the ratio of clicks on an ad to the total number of ad impressions displayed.
It answers the question: How many of the users to whom the ad was displayed clicked on the ad? The key figure therefore indicates the success of an ad and shows where there is still room for improvement.
For example, if the total number of ad impressions is 200 and the ad is only clicked twice, the CTR is 1 %. A CTR does not only exist for ads, but also for keywords or posts. It is an important KPI that is used to determine how well the ad matches the user.
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