CTR - Click-Through Rate

In mobile advertising, CTR, stands for Click-Through Rate, is a ratio of an ad click to ad impression. It indicates the percentage of users clicking an ad after seeing it.  For example, if a mobile advertiser runs a mobile ad campaign generating 100.000 impressions and 2000 clicks, click-through rate would be 2%. 

It is one of the best metrics evaluating the effectiveness of a CPM campaign to benchmark the campaign performance. By measuring CTR, mobile advertisers can compare the elements of a campaign like ad creatives.

CTR = Number of Ad Clicks / Ad Impressions

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