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Annie Everill

Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

 is essential for optimising campaigns and driving results. Two metrics that often get confused are click rate and click-through rate (CTR). While they are both critical for evaluating user engagement and ad performance, they measure slightly different aspects of your marketing efforts and may require different methods in order to improve them.

By focusing on improving both metrics through ad creatives, targeting, and 

, businesses can drive more qualified traffic to their website and increase their chances of converting that engagement into sales. It's important to keep these metrics in mind when refining a digital marketing strategy, and always be ready to adjust and test new approaches to stay ahead of the competition.

Click-through rate (CTR) is one of the most commonly used metrics in 

. It measures the percentage of users who click on a link, ad, or call-to-action (CTA) compared to the total number of users who saw it. Essentially, it helps you understand how effective your ad or content is at prompting users to take further action.

CTR=(Total ImpressionsTotal Clicks​)×100

Click rate, while often used interchangeably with CTR, is slightly different. It refers to the number of clicks your ad, link, or CTA receives, typically expressed as a raw number without considering impressions. It’s a direct count of how many times users have clicked, but it doesn’t account for how many people actually saw the ad.

For instance, if your ad received 500 clicks, the click rate would simply be 500. This metric is helpful when you want to measure the absolute number of actions being taken, regardless of reach or exposure.

Why are click rate and click-through rate important?

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Understanding the difference between click rate and click through rate