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) is a way of measuring the success of an
for a particular
as well as the effectiveness of an
campaign by the number of users that
on a specific link.
The purpose of clickthrough rates is to capture
s' initial response to websites. Most commercial websites are designed to elicit some sort of action, whether it be to buy a book, read a news article, watch a music video, or search for a flight. People generally don't visit a website with the intention of viewing advertisements, just as people rarely watch television with the purpose of consuming
Marketers want to know the reaction of the web
. Under current technology, it is nearly impossible to fully quantify the emotional reaction to the site and the effect of that site on the firm's
. One piece of information that is easy to acquire, however, is the clickthrough rate. The clickthrough rate measures the proportion of visitors who initiated action with respect to an advertisement that redirected them to another
where they might purchase an item or learn more about a product or service. Here we have used "clicked their
" on the advertisement (or
) because this is the generally used term, although other interactions are possible.
The clickthrough rate is the number of times a click is made on the advertisement divided by the total
(the times an advertisement was served):
Clickthrough rate (%)
= Clickthroughs (#) / Impressions (#)
Total email clickthroughs
as a metric attempts to answer the question, 'How many times did a person click on a link or multiple links within this email?' This may or may not include clicks on unsubscribe links or other links and you may find it helpful to view clickthrough reporting by individual link. This metric is a whole number in the form '100,000' or as an email clickthrough rate percentage in the form '10%.' The denominator is email delivered and this percentage may exceed 100%.
Unique email clickthroughs
as a metric attempts to answer the question, 'How many unique people clicked on a link or multiple links within this email?' To illustrate, if one person clicked on two links, this would only count as one unique clickthrough. If one person clicked on the same link twice, this would only count as one unique clickthrough. This metric is a whole number in the form '100,000' or as a unique email clickthrough rate percentage in the form '10%.' The denominator is email delivered.
Cost per click
Cost per impression
American Marketing Association.
Dictionary: Click-Through Rate (CTR).
> (cited 23 April 2014).
Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010).
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition).
Upper Saddle River, New Jersey: Pearson Education, Inc. <
Email Campaign Performance Metrics Definitions.
> (cited 23 April 2014).
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