Also called CTR
Click-through rate is the share of people who saw something and clicked it, calculated as clicks divided by impressions.
CTR measures appeal, not outcome. It tells you whether a thing was compelling enough to press, and stops there — a link that everyone clicks and nobody acts on has an excellent CTR and no value.
Its usefulness comes from comparison. A CTR is close to meaningless as an absolute number, because the denominators differ wildly between contexts: an email list that opted in behaves nothing like a cold ad audience, and search results behave nothing like a social feed. Comparing your own CTR against your own previous CTR, on the same surface, is where the signal lives.
The denominator is also the most common source of confusion. "Impressions" can mean served, viewable, or unique — three different numbers producing three different rates from the same clicks.
In practice
A bio link with 12,000 profile views and 480 page visits has a 4% CTR. Whether that is good depends entirely on what the previous month's was.
Common mistake
Comparing CTR across platforms and concluding one is better. The measurement definitions differ enough that the comparison has no meaning.
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