In digital marketing terms, click-through rate (CTR) is the percentage of user impressions that result in a click, i.e. the number of times a user sees an ad or listing and clicks through to the site.
CTR helps quantify how relevant, attractive and effective your listing or advert is — as well as representing value for money versus placement costs.
After all, search engines tend to operate on a pay-per-click model. So, in order to be successful, listings and adverts need to encourage users to click on their link and enter their specific site.
A good click-through rate depends entirely on context. For brand names or trademarked products, click-through rate could reach double digits, while broad keywords might well not even hit one percent.