CTR

Click Through Rate is clicks divided by impressions, expressed as a percentage — the share of people who saw the ad and clicked it. It is the first read on whether a creative catches attention and speaks to the audience, and on auction platforms it feeds directly into relevance scores that determine how much you pay per click.

Buyers use CTR to triage creatives fast: a low CTR means the hook fails before the funnel even starts, while a falling CTR on a previously strong ad signals creative fatigue and the need to rotate. The classic trap is worshipping CTR — clickbait angles produce spectacular CTRs and garbage downstream quality. A creative earns its place by cost per FTD, with CTR as the early-warning gauge, not the goal.