Also see advertising terminology on the Internet.
By submitting your email address, you agree to receive emails regarding relevant topic offers from TechTarget and its partners. You can withdraw your consent at any time. Contact TechTarget at 275 Grove Street, Newton, MA.
In banner advertising on a Web site, the clickthrough rate (CTR) is the percentage of times that viewers of a Web page click on a given banner ad, causing a request for the advertiser's Web site to be transmitted to the viewer. For example, if two out of every 100 visitors to a Web page clicked on a given ad, that ad would be said to have a 2% clickthrough rate. (In most cases, a 2% clickthrough rate would be considered very successful, by the way. In many campaigns, especially as ads become familiar to users, the clickthrough rate is well below 1%.)
Many advertisers rate the success of a given ad placement on clickthrough rate alone. Other advertisers also place a value on the visitor's viewing of the ad, which is believed to create a desired company or product brand impression over time.