What is CTR (Click-Through Rate)?
CTR shows what percentage of impressions resulted in clicks. Google Search average: 4-6%, Meta Feed: ~1.5%, Display: 0.5-1%.
Formula
Example
If your ad appeared 50,000 times and received 1,500 clicks, CTR = (1,500 / 50,000) × 100 = 3.0%. Below average for Google Search, but excellent for Meta Feed.
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Related Terms
CPC (Cost Per Click)
CPC shows how much you pay on average for a single ad click. The e-commerce average is $1.16 on Google Ads and $0.45–1.72 on Meta Ads.
CPM (Cost Per Mille)
CPM shows how much 1,000 ad impressions cost. It is the fundamental pricing model for display and social ads — Meta Ads averages $7-12.
Remarketing
Remarketing (retargeting) reaches users with ads who already visited your site but did not purchase. These audiences convert 3-5x cheaper than cold traffic.
Conversion Rate
Conversion rate is the percentage of visitors who become buyers. The global average is 2.5-3%, but industry, device, and traffic source dramatically affect it.