What is CTR (click-through rate) in advertising?
How to calculate CTR, what moves it on publisher sites, and why advertisers should not judge campaigns on clicks alone.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readCTR (click-through rate) is the share of ad impressions that lead to a click. It is one of the most common measures of how an ad performs.
How to calculate CTR
CTR = clicks ÷ impressions × 100
Example: 1,200 clicks ÷ 400,000 impressions × 100 = 0.3%
Illustrative numbers.
What affects CTR on publisher sites
| Factor | Effect |
|---|---|
| Placement | Visible units near the content get more clicks |
| Format | Native and rich media often beat standard banners |
| Relevance | The right audience clicks more |
| Creative | A clear message and call to action |
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Clicks are not the whole story
Many people see an ad and act later without clicking. Judging campaigns on CTR alone undervalues reach and brand effects. Reports that show who was reached and what they did next give a fairer picture.
More ad sales with data at Stampen Media, using Samhub.
Frequently asked questions
It varies a lot by format and placement. Compare against your own history rather than one benchmark.
No. CTR counts clicks; conversion rate counts actions after the click.
Yes, by bots and accidental clicks, which is why invalid traffic is filtered.
With relevant audiences, visible placements and formats that fit the content.
Related terms
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