Click-through rate is the percentage of recorded impressions that result in clicks on a link, ad or other measured element.
How it works in retail
CTR equals clicks divided by impressions, multiplied by 100. It helps assess response to an impression, rather than the profitability of the visit that follows.
A retail example
An ad receives 120 clicks from 10,000 impressions. Its CTR is 1.2%.
What to keep in mind
An impression is not necessarily a unique person or proof of attention. Compare like-for-like placements and use conversion and cost data alongside CTR.
Sources & further reading
Google Ads: Campaign performance measures
Examples are illustrative. Terminology and measurement conventions can vary by business and market.