Continuing our Mastering the Metrics series, we’ll be discussing Clickthrough Rate today.
Clickthrough Rate refers to the number of clickthroughs–when a customer clicks through pages on your site–expressed as a fraction of the total impressions. Clickthrough rate measures the effectiveness of an online ad by counting the number of viewers that are interested enough to click on that ad. Because clickthroughs only represent the first step in the conversion process, this is a metric best suited to measuring medium-term marketing goals rather than the end result of a campaign.
# of Clickthroughs / Total Impressions = Clickthrough Rate
