The CTR- Click Through Rate indicates the percentage rate of clicks recorded on a message in relation to the times the message was viewed.
Used as a metric for evaluating the effectiveness of ADS or email marketing campaigns, the Click Through Rate is generally calculated as the number of clicks divided by the number of impressions, multiplied by one hundred.
With regard to email marketing, it is worth mentioning how the number of emails delivered should be taken into account instead of impressions in the calculation.
In the latter case, it is interesting to note how the CTR- Click Through Rate can easily undergo variations not only based on the content of the email or the chosenaudience, but also on the time the email was delivered, or the day it was sent.
By analyzing the various data collected, especially in the field of advertising, it is possible to see that the CTR has gradually declined over the years, so much so that CTRs that hover around 2% are indicative of successful campaigns.
Accomplice to the myriad of advertising messages we are exposed to on a daily basis, user interest is thus gradually decreasing.
Personalization of content, and more generally of the browsing and purchasing experience, thus comes to play a key role in improving the CTR of ads and campaigns as well.
The main factors that can affect the value of CTR- Click Through Rate are in fact:
- appeal of the offer;
- content of the message;
- position on the page or in the email;
- Characteristics of the target audience viewing the ad;
- Presence of other on-page content that may divert attention.
Evaluating the effectiveness of an ad or email content, but not only that: in many cases it has become apparent that on the Google side, the CTR of ads seems to play an important role on organic ranking as well.
The CTR- Click Through Rate undoubtedly represents one of the most well-known and analyzed metrics in marketing.
