Ad Clickthrough rate (CTR)

If you’re investing in paid media or forecasting your return on investment from digital advertising it’s essential to be able to compare your ad clickthrough rates to other averages.

How is Ad clickthrough rate calculated?

Google define ad clickthrough rate as:

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR.

For example, if you had 2 clicks and 100 impressions, then your CTR would be 2%. In our experience, this is a typical average CTR for Google Ads accounts.

On Smart Insights  I have compiled this average ad clickthrough rate compilation for displays ads, social media ads and Google Ads.


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Digital Marketing: Strategy, Implementation and Practice
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Digital Marketing Excellence
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About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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