CTR stands for Click-through rate - in German: Click rate.

It shows how often users click on an element after it has been displayed to them. Typical examples are Google ads, search results, newsletters or banners.

Formula: $\text{CTR}=\frac{\text{Clicks}}{\text{Impressions}}\times 100$

Example:
An ad is displayed 1,000 times and receives 50 clicks.
→ CTR = 5 %

Why is the CTR important?

• It shows how relevant a piece of content is for the target group
• High CTR = title, text and offer fit well
• Low CTR = optimization necessary (e.g. text, call-to-action, target group)

Where is the CTR used?

• Google Ads
• Organic Google search results (SEO)
• Newsletter
• Social ads and banners

Classification (rough):

• Google Ads search network: 3-10 % is often considered good
• Display & Banner: mostly under 1 %
• Newsletter: strongly industry-dependent, often 2-5 %

Interested in other topics? Here we have a few more suitable explanations.