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Click-through rate (CTR)
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Click-through rate (CTR) is the share of people who saw an ad and clicked it. Google gives the formula as clicks ÷ impressions, so 5 clicks from 100 impressions is a 5% CTR. Google adds that a good CTR depends on what you advertise and where.
CTR measures interest in a headline and image. It says nothing about whether a click turns into a booking. Example: a cruise seller tests two headlines for a Norway fjords sailing. If one gets more clicks but the other brings more brochure requests, the second is doing the job.
Related: cost per click · conversion rate · split test