Click-Through Rate (CTR) 

Definition:
CTR is the percentage of ad impressions that result in a user click. It indicates how effective an ad is at driving engagement.

Formula:
CTR = (Total Clicks / Total Impressions) × 100

Why it matters:
A higher CTR usually suggests that an ad is relevant and well-matched to its audience. Low CTR can reduce ad rank and increase CPC.

Best practices:

• Use clear, action-oriented CTAs

• Match creatives to keyword and audience intent

• Test variations to optimize for engagement