ANALYTICS · THE YELL SOCIAL GLOSSARY

Click-through rate (CTR).

The percentage of impressions that result in clicks. It is calculated as clicks divided by impressions, multiplied by 100. Reports may distinguish link clicks from other kinds of clicks.

IN THE REAL WORLD

A simple example

A post with 2,000 impressions and 60 link clicks has a link CTR of 3%.

Put it into practice

Compare the same click type, placement, and objective. A higher CTR does not always mean more valuable conversions.

Further reading: Google Ads: click-through rate

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Analytics

Impressions

The number of times content is displayed or served under a platform’s measurement rules. Multiple appearances to the same person can count more than once.

Definition & example

Analytics

Conversion rate

The percentage of eligible interactions that produce a defined conversion. The denominator might be ad interactions, clicks, users, or sessions, so the reporting definition matters.

Definition & example

Paid social

Cost per click (CPC)

The amount spent per click in an advertising campaign. Average CPC is total click-related advertising cost divided by the number of clicks.

Definition & example

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Click-through rate (CTR).

A simple example

Put it into practice

Impressions

Conversion rate

Cost per click (CPC)

Click-through rate (CTR).

A simple example

Put it into practice

A few terms to know next.

Impressions

Conversion rate

Cost per click (CPC)