Click-through rate (CTR)
Click-through rate (CTR) measures how often a view of your link, ad or post ends in a click. Divide clicks by impressions and multiply by 100. A link post shown 4,000 times with 80 clicks has a CTR of 2%. Google Ads uses impressions, the times shown, as the denominator.
Click-through rate
Formula
CTR = clicks / impressions x 100. Denominator is impressions (times shown), not unique people.
Example
Example: a link post is shown 4,000 times and gets 80 clicks. CTR = 80 / 4,000 x 100 = 2%.
Related documents
Related terms
- Impressions
- CPC
- Call to action
- UTM parameters
In Weekbird
Weekbird can shorten links in your posts through a short-link provider you connect and show their clicks, which gives you the numerator for CTR.
CTR formula
CTR = clicks / impressions x 100. Impressions count each time someone was shown the post, so one person who sees it twice adds two.
| Clicks | Divided by | Result |
|---|---|---|
| 80 | 4,000 impressions | 2% CTR |
| 80 | 2,500 reach | 3.2%, label it reach-based |
Impressions or reach
Some reports divide clicks by reach, the number of unique accounts that saw the post. Reach is smaller than impressions, so the rate comes out higher. In the table, the same 80 clicks give 2% on impressions and 3.2% on reach. Label which one you used, and compare a reach-based CTR with other reach-based results.
Raise your CTR
Test one change at a time so you can tell which one moved the number:
- The first line of the post
- The call to action
- The link preview image and title
Run each version for a similar audience and time slot, then compare.
Related terms
- Engagement rate: all interactions divided by followers, reach or impressions.
- Impressions: the number of times a post was shown.
- CPC: cost per click on a paid post or ad.
Count clicks in Weekbird
Connect a short-link provider and Weekbird shortens the links in your posts and shows their clicks. Pair those clicks with the impressions in each network's analytics to get CTR per post.