Click-Through Rate (CTR)
The percentage of recipients (or impressions) that clicked a link, used for emails, ads, and SMS campaigns.
Definition
Click-through rate, or CTR, is the number of clicks on a link divided by the number of times the link was seen — recipients for email, impressions for ads, deliveries for SMS. CTR is one of the cleanest engagement signals because it requires the audience to take an explicit action. Compared with open rate, which has become noisy due to privacy features that pre-load images, CTR is harder to game and more directly tied to downstream conversion.
Example
An email goes to 5,000 contacts and gets 250 unique link clicks. The CTR is 250 / 5,000 = 5%.
How it relates to WellPlan
WellPlan tracks CTR across email, SMS, and WhatsApp, with breakdowns by link and campaign so you can iterate on the calls to action that work. See the features overview.
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Related terms
See Click-Through Rate (CTR) in WellPlan
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