The percentage of users who clicked on a specific link or call-to-action out of the total who viewed it.

What it Measures ?

How many people clicked your ad or link after seeing it.

Relevant StakeHolders 

Ad Managers, Email Marketers

In-depth Use Case / Real-world Example

CTR measures how compelling your digital marketing content is in motivating users to take action. It's calculated by dividing the number of clicks by the number of impressions and multiplying by 100. For example, if a manufacturing company runs a LinkedIn ad promoting an industrial automation whitepaper and it receives 200 clicks from 10,000 impressions, the CTR would be 2%. This KPI is vital in determining the relevance and attractiveness of your ad copy, subject lines, or banners. A high CTR often indicates that the creative assets, messaging, and targeting are well aligned with the audience. For a manufacturing firm, CTR might be tracked for product promotions, technical blogs, or event invites targeting engineers or plant managers. CTR can vary significantly across channels—email, display ads, paid search, or social media—and provides insights on where content is performing best. When CTR is low, marketers might need to A/B test visuals, headlines, or adjust segmentation strategies. For instance, showcasing ROI impact in the call-to-action (“Download the case study to see how XYZ reduced downtime by 25%”) could lift CTR more than generic “Learn More” messaging. Ultimately, CTR helps ensure marketing investments are translating into tangible user interest and funnel activity.