{"id":14225,"date":"2023-10-30T07:38:00","date_gmt":"2023-10-30T07:38:00","guid":{"rendered":"https:\/\/adjoe.io\/?post_type=glossary&#038;p=14225"},"modified":"2024-07-22T11:40:36","modified_gmt":"2024-07-22T11:40:36","slug":"click-through-rate-ctr","status":"publish","type":"glossary","link":"https:\/\/adjoe.io\/zh-tw\/glossary\/click-through-rate-ctr\/","title":{"rendered":"Click-Through Rate (CTR)"},"content":{"rendered":"\n<div class=\"glossary-description\">\n\t\t<div class=\"glossary-description__wrapper\">\n              <h1 class=\"glossary-description__title\">\n          What Is Click-Through Rate?\n        <\/h1>\n      \t\t\t<div class=\"glossary-description__icon\"><\/div>\n\t\t\t<div class=\"glossary-description__text\">\n\t\t\t\tClick-through rate (CTR) in mobile advertising indicates the percentage of app users who have viewed an ad and then clicked on it. <br><br>Simply put, a mobile ad\u2019s click-through rate measures how compelling an ad is \u2013 that is, how many viewers are driven to click on an ad to take them to a particular landing page or to the app store. \n\t\t\t<\/div>\n\t\t<\/div>\n<\/div>\n\n\n\n<div class=\"glossary-takeaways\">\n\t<div class=\"container\">\n\t\t<div class=\"glossary-takeaways__wrapper\">\n\t\t\t<div class=\"glossary-takeaways__title\">\n\t\t\t\tKey Takeaways\n\t\t\t<\/div>\n\t\t\t<div class=\"glossary-takeaways__text\">\n\t\t\t\t<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Calculate CTR using the number of impressions and number of clicks for an ad<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A high CTR indicates high user intent and interest in an app<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Carry out A\/B tests to especially boost your CTR among high-quality users<\/span><\/li>\n<\/ul>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How Do You Calculate Click-Through Rate<\/strong><strong>?<\/strong><\/h2>\n\n\n\n<p>To calculate click-through rate, you need two pieces of data:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The total of <a href=\"https:\/\/adjoe.io\/glossary\/ad-impressions\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad impressions<\/a><\/li>\n\n\n\n<li>The total number of clicks to an ad<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"457\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/07\/calculate-click-through-rate-1024x457.png\" alt=\"formula explaining how do you you calculate click-through rate\" class=\"wp-image-79315\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/calculate-click-through-rate-1024x457.png 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/calculate-click-through-rate-300x134.png 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/calculate-click-through-rate-768x343.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/calculate-click-through-rate-1536x686.png 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/calculate-click-through-rate.png 1876w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Let\u2019s look at examples:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If an ad has 1,000 impressions and 25 clicked on the call-to-action, the CTR would be 2.5%.<\/li>\n\n\n\n<li>If there are 1,000 impressions and 303 visitors click on an ad, the CTR would be 30.3%.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why Is CTR Important?<\/strong><\/h2>\n\n\n\n<p>A CTR reflects a user\u2019s interest in an app. The higher the CTR, the stronger the user intent. It also tells advertisers how well their ads resonate with users.&nbsp;<\/p>\n\n\n\n<p>Although a CTR will not tell you the quality of traffic ads are driving to your app, it\u2019s still valuable for determining the success or failure of ads \u2013 from their creatives, copy, or their placement.<\/p>\n\n\n\n<p>App user acquisition managers can compare the click-through rates of various ad formats \u2013 such as video, interstitial, or banner ads \u2013 across different advertising channels to determine where they will most likely acquire users.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"659\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/07\/Ad-format-click-through-rate-1024x659.png\" alt=\"mockup of a dashboard showing click-through rates for various ad formats\" class=\"wp-image-79318\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/Ad-format-click-through-rate-1024x659.png 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/Ad-format-click-through-rate-300x193.png 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/Ad-format-click-through-rate-768x494.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/Ad-format-click-through-rate-1536x989.png 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/Ad-format-click-through-rate-2048x1318.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>If an ad creative is compelling but doesn\u2019t reflect the app in question, advertisers might see a high click-through rate and low installs or engaged users.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What Is a Good Click-Through Rate?<\/h3>\n\n\n\n<p>A good click-through rate depends on campaign goals and the benchmarks that exist within an app\u2019s vertical.&nbsp;<\/p>\n\n\n\n<p>This is because CTR performance is influenced by many external factors, such as the difference in time at which the ad is served, ad formats, and app vertical.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Else Should I Measure with My CTR?<\/h2>\n\n\n\n<p>Besides measuring their app\u2019s CTR, UA teams should check their ad\u2019s conversion rate, <a href=\"https:\/\/adjoe.io\/glossary\/installs-per-mille-ipm-metric\/\">installs per mille<\/a>, and click-to-install rate \u2013 as well as in-app behavior, if there was an install. These will tell them<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&nbsp;how many users engaged with their ad and completed an action<\/li>\n\n\n\n<li>&nbsp;the quality of the user, rather than how many clicked on the ad&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>This is important, as there can be cases of \u201caccidental\u201d clicks that don\u2019t reflect a user\u2019s intent. For example, an interstitial ad might take up the entire screen, and, in the absence of an exit button, the user accidentally clicks on the ad. These accidental clicks result in inflated CTRs, which will only come to light after analyzing click-to-installs (CTIs).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How Do I Increase My Click-Through Rate?<\/h2>\n\n\n\n<div style=\"height:16px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A high CTR shows that an ad is working. If your CTR is not meeting an advertiser\u2019s KPIs, they can carry out various <a href=\"https:\/\/adjoe.io\/glossary\/a-b-testing-apps\/\">A\/B tests<\/a>.&nbsp;<\/p>\n\n\n\n<p>Here are various examples of what teams should test to see whether their CTR improves or worsens:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ad creatives<\/strong>: Creatives need to be engaging and relevant to users, so continuously testing elements such as the CTA, copy, and colors is a must. Paying attention to what element of a creative makes it a champion and iterating this element across other campaigns has proven effective at improving CTRs.<\/li>\n\n\n\n<li><strong>Ad time and frequency<\/strong>: Test when and how often ads should be served.<\/li>\n\n\n\n<li><strong>Ad format<\/strong>: Some formats attract higher numbers of clicks than others.<\/li>\n\n\n\n<li><strong>End card<\/strong>: Animated end cards tend to perform better than static end cards.<\/li>\n\n\n\n<li><strong>Targeting group<\/strong>: Serving ads to the right target audience instead of a broad audience will be more cost-efficient but will also increase CTR.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"836\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/01\/increase-click-through-rate-1024x836.jpg\" alt=\"mock up of phone with icons and text explaining how to increase click-through rate for mobile advertising\" class=\"wp-image-64493\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/01\/increase-click-through-rate-1024x836.jpg 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/01\/increase-click-through-rate-300x245.jpg 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/01\/increase-click-through-rate-768x627.jpg 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/01\/increase-click-through-rate-1536x1254.jpg 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/01\/increase-click-through-rate-2048x1672.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p>In mobile adtech, achieving a good click-through rate from ads is useful for gauging initial interest in an app.&nbsp;<\/p>\n\n\n\n<p>CTR helps app advertisers and user acquisition teams better understand their users. It is a reliable metric to understand user engagement on ads \u2013 but not engagement in the apps themselves. This is why monitoring click-through rate will only help UA managers when they are also looking at post-install metrics.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>FAQs<\/strong><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1645727934715\"><strong class=\"schema-faq-question\">What Is Click-Through Rate?<\/strong> <p class=\"schema-faq-answer\">A click-through rate or CTR is a measurement that shows the percentage of users who view and then click on your ad.<br\/><br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1646206132453\"><strong class=\"schema-faq-question\">How Do You Calculate Click-Through Rate?<\/strong> <p class=\"schema-faq-answer\">Calculating the click-through rate is easy. First, divide the total number of clicks by the total number of visitors. To get the percentage, you need to multiply this number by 100. This is the rate of how many users both viewed and clicked your ad.<br\/><br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1646206208331\"><strong class=\"schema-faq-question\">How Do I Increase My Click-Through Rate?<\/strong> <p class=\"schema-faq-answer\">To increase your click-through rate, you can carry out A\/B testing to see whether users respond better to your ads when you change certain ad elements. This could include switching up your creatives, your placement, or your CTA.<\/p> <\/div> <\/div>\n","protected":false},"author":27,"featured_media":44553,"menu_order":0,"template":"","ppma_author":[68],"class_list":["post-14225","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is Click-Through Rate in Mobile Advertising? | adjoe<\/title>\n<meta name=\"description\" content=\"What is click-through rate (CTR) in adtech? 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