Click-Through Rate (CTR) definition

Click-Through Rate (CTR)

CTR is the ratio of clicks to impressions, expressed as a percentage. It shows how effective an ad is at encouraging users to engage: CTR = (Clicks / Impressions) * 100. High CTR often indicates strong ad relevance and appeal.

Metrics

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Ad Fraud and Scamming in Digital Advertising Glossary

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Mobile Advertising Glossary: Metrics and KPIs

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OTT / CTV Programmatic advertising glossary

Performance Marketing Glossary

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More terms of Metrics

App Launch Time mobile-advertising-glossary-metrics

Time from tapping the app icon until users see and interact with the app. Includes Time to Initial Display (TTID) and Time to Fully Drawn (TTFD). Typical targets: < 5 s cold start, < 1.5–2 s warm/hot start

Metrics

Video Duration Metrics mobile-advertising-glossary-metrics

Measures how much of a video ad was watched (e.g., quartile completion, full views, duration rate). Key for video campaign evaluation.

Metrics

Click mobile-advertising-glossary-metrics

A click occurs when a user taps or interacts with an ad, typically leading to a destination such as an app store page, website, or landing page. Clicks are crucial for measuring engagement.

Metrics

Ad Fill Rate mobile-advertising-glossary-metrics

The percentage of ad requests that are successfully filled with an ad impression: Fill Rate = (Filled Requests / Total Requests) * 100. Low fill rates may suggest weak demand or misconfiguration.

Metrics

Cost Per Install (CPI) mobile-advertising-glossary-metrics

CPI measures the cost to acquire a single app install: CPI = Total Spend / Number of Installs. It’s a standard KPI for user acquisition campaigns in the mobile app ecosystem.

Metrics

Bid Rate mobile-advertising-glossary-metrics

In programmatic advertising, this is the proportion of total ad requests for which a DSP submits a bid. A low bid rate might indicate strict targeting or bidding filters.

Metrics

Social Media Metrics mobile-advertising-glossary-metrics

Includes shares, comments, mentions, and sentiment around a campaign. Particularly relevant for cross-channel or influencer campaigns.

Metrics

Attention Metrics mobile-advertising-glossary-metrics

Metrics that assess how much attention users give to an ad, using data signals like eye tracking, time in-view, or interaction depth.

Metrics

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