Click-Through Rate (CTR)

Click-through rate (CTR) is the percentage of people who clicked a link out of everyone who saw it. Formula: (clicks ÷ impressions) × 100.

Example: you send a Mailchimp campaign to 10,000 subscribers. 250 click the main CTA. CTR = 2.5%. In email marketing 2-3% is solid; 5%+ is strong. For paid social, 1-2% is roughly average; over 3% is excellent.

CTR tells you nothing about click quality — only quantity. If 1,000 people click and none buy, the high CTR is meaningless. Always pair CTR with conversion rate to see the full funnel.