CTR (Click-Through Rate)
The percentage of people who click an ad out of everyone who saw it — clicks divided by impressions.
Definition
Click-through rate (CTR) is the number of clicks an ad receives divided by the number of times it was shown (impressions), expressed as a percentage. If an ad is shown 1,000 times and clicked 20 times, its CTR is 2%.
Why it matters
CTR is a quick signal of how relevant and compelling your ad is to the audience seeing it. It influences how ad platforms rank and price your ads, and it's an early indicator of creative quality — though clicks alone don't tell you whether those visitors convert.
How it applies to UGC ads
Creative is one of the biggest levers on CTR. Testing different hooks, scripts, and avatars — the kind of rapid variation UGCABC is built for — is a common way to find the combinations that earn more clicks per impression.
Related terms
CPM (Cost Per Mille)
The cost an advertiser pays per one thousand impressions of an ad — 'mille' is Latin for thousand.
ReadCPA (Cost Per Acquisition)
The average amount you spend on ads to get one conversion, such as a purchase or sign-up.
ReadConversion Rate
The percentage of people who take a desired action — like buying or signing up — out of everyone who had the chance to.
ReadHook Rate
The share of viewers who keep watching past the first few seconds of a video ad — a measure of how well the opening holds attention.
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