SEO Glossary: Click Through Rate - Everything you need to know!

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In a nutshell: What is the click-through rate?

With the click-through rate, advertisers measure how efficient advertising campaigns and banners are in detail. This involves calculating the ratio of clicks on an ad to the total impressions displayed.

What does click-through rate mean?

In online marketing, the click-through rate (CTR for short) is often also referred to as the click rate. When an ad is placed, it achieves a certain number of impressions. impressions and clicks that are made on it. By means of a simple calculation, it is now possible to calculate the CTR:

(number of clicks) / (number of advertising impressions)


20 clicks / 1,000 impressions = 2% CTR

However, not only with advertisements, but also in the search engine results and thus SEO, CTR plays an important role. Because it provides information about how often a website is clicked on when it appears in the search engine results. If the CTR is poor here, the meta title and meta description can be optimized accordingly. This can increase the click-through rate.

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What are the click-through rate types?

A look at the following CTR types shows in which areas they are used:

  • CTR for banner advertising: When advertising is placed on the Internet, advertisers use the CTR to find out how click-strong and thus efficient an individual advertising banner is. Accordingly, the best advertisements can be determined.
  • CTR in affiliate marketing: If affiliates include advertisements on their websites, the CTR helps to determine the click-through rate. The higher the CTR, the more users click on an ad. This can consequently mean more leads and/or sales.
  • CTR in search engine optimization: If website operators want to optimize their page, the CTR also plays an important role. This is how operators find out how appealing and interesting the snippets (title and description) of their page are designed.
  • CTR in search engine marketing: If advertisers place ads in advertising networks such as Google Ads, it helps to take a look at the CTR. It provides information about how efficient the advertisements are in the end. It doesn't matter what type of ad is being placed.


How is the recording of click-through rates done?

Depending on the type of click through rate you want to determine, you can use different tools.

For example, Google Analytics or the GOOGLE SEARCH CONSOLE you have the possibility to determine all CTR data of your website. This way you can react accordingly and optimize the snippets if necessary. CTRs are also determined and displayed by many other common SEO tools.

If you place ads in an ad network, you can see how high the CTR of individual ads is in the ad overview.

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Conclusion on the subject of click-through rate

Who places advertising or search engine optimization the click-through rate (CTR for short) is of great importance. It indicates the ratio of clicks on an ad to the impressions displayed. After a certain runtime, it is possible to make optimizations in order to improve the CTR accordingly.

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