Plain-language questions
Ask for click-through rate (CTR) per month, customer or product in the SQL Explorer with AI. The AI writes the SQL, you see the query and run it yourself; the AI only receives metadata.
KPI · Marketing
Click-through rate (CTR): formula and example.
Click-through rate (CTR) is the number of clicks divided by the number of impressions of an ad or search result. A CTR of 2% means 2 in every 100 people who see your ad click on it. It shows how appealing and relevant your ad or search listing is to the people who see it.
Click-through rate (CTR) formula
Number of clicks ÷ number of impressions × 100%
Worked example
One of Acme Groothandel's Google Ads campaigns was shown 240,000 times in September and generated 6,000 clicks. The CTR is 6,000 ÷ 240,000 × 100% = 2.5%.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A higher CTR means your message matches the search query or audience better. CTR varies widely by platform, ad format and position, so only compare within the same type of campaign and with your own past results. A high CTR without conversions suggests the ad promises more than the landing page delivers.
Pitfalls with click-through rate (CTR)
- Comparing CTRs from search ads, display and social with one another.
- Averaging individual CTR percentages instead of dividing total clicks by total impressions.
- Optimising for CTR alone, so you attract clicks from people who do not buy.
SQL & DAX
Calculating click-through rate (CTR) in SQL and DAX
Two examples on a fictitious data warehouse for Acme Groothandel: a PostgreSQL query and a measure for a Power BI model. Adjust table and column names to your own model.
SELECT date_trunc('month', spend_date) AS month,
platform, campaign,
SUM(impressions) AS impressions,
SUM(clicks) AS clicks,
ROUND(100.0 * SUM(clicks) / NULLIF(SUM(impressions), 0), 2) AS ctr_pct
FROM ad_spend
GROUP BY 1, 2, 3
ORDER BY 1, ctr_pct DESC;CTR =
DIVIDE(
SUM(AdSpend[Clicks]),
SUM(AdSpend[Impressions])
)In ENABLE
Tracking this KPI in ENABLE
In your Power BI dashboard
Define the KPI as a measure in your Power BI model and show it in the portal, with "Last refreshed" next to it. Access profiles and optional row-level security decide who sees which figures.
Custom dashboards (pilot)
Add the KPI as a tile to a custom dashboard, compared with last year. The Dashboard Builder is a pilot and can be switched on per client.
Monthly targets
With the built-in Targets app you set a target for the KPI per month, so you see actuals and target side by side.
FAQ
Frequently asked questions
How do you calculate click-through rate?
Divide the number of clicks by the number of impressions and multiply by 100%. With 6,000 clicks from 240,000 impressions, CTR is 2.5%. With several campaigns, add up all clicks and impressions first and divide afterwards.
What is the difference between CTR and conversion rate?
CTR measures how many people click your ad, while conversion rate measures how many visitors then complete the desired action. CTR is therefore about the ad, conversion rate about your website or landing page. Together they show where in the funnel visitors drop off.
Is ad CTR the same as email click rate?
No: ad CTR divides clicks by impressions, while email click rate divides clickers by emails delivered. The idea is similar, but the denominator differs. Do not compare the two directly.
Further reading
- KPI libraryMarketing KPIs: formulas and examplesMarketing KPIs set reach, cost and conversion side by side. They become truly useful once you link ad and web data to leads and revenue from your CRM and accounting system.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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