Click-through Rate

ctr · click-through rate · clickthrough rate · click through rate · clickability · click rate

Definition

CTR is a top-of-funnel engagement metric. A high CTR means the content attracts attention, but it does not guarantee conversion. To judge the full effect of a recommendation widget, use CTR plus attributed CR plus attributed revenue.

Formula

CTR = clicks / impressions × 100%

An impression is the fact of an element being displayed inside the visible area of the screen. An element below the fold that the user never saw does not count as an impression in a correctly configured analytics setup.

CTR benchmarks for e-commerce

Element type	Typical CTR
Recommendation carousel on a PDP	3–8%
Recommendation block on the homepage	4–10%
Carousel in the cart	2–5%
Homepage banner	0.5–3%
Personalization popup	1–5%
Email: link CTR	1–4%

CTR in the context of A/B testing

CTR is convenient for a quick read: a high CTR means the widget attracts attention. But optimising CTR alone is dangerous:

Test A: CTR = 4%, attributed CR = 12%, AOV = $70
Test B: CTR = 7%, attributed CR = 6%,  AOV = $56

RPV(A) = 4% × 12% × 70 = $0.34
RPV(B) = 7% × 6%  × 56 = $0.24  ← higher CTR, lower revenue

Conclusion: always read CTR → attributed CR → revenue as one connected chain.

Frequently asked questions

What CTR is normal for recommendation widgets?

Typical e-commerce values: a horizontal recommendation carousel 3–8%; homepage banners 0.5–3%; popup blocks 1–5%; email links 1–4%. CTR depends heavily on placement, product type and audience.

How does CTR differ from CR?

CTR = clicks / impressions, a measure of how attractive an element is. CR = conversions / visitors, a measure of the final conversion into a purchase. CTR is not CR: a user can click a recommendation and buy nothing. To judge recommendations, use attributed revenue within a defined attribution window.

Can CTR be optimised at the expense of quality?

Yes, and it is a common mistake. Clickbait headlines and images can lift CTR while conversion and revenue fall. Always look at the downstream metrics: CTR → attributed CR → attributed revenue. A high CTR with no conversion is a symptom of content that turns out to be irrelevant after the click.

Click-through Rate

Formula

CTR benchmarks for e-commerce

CTR in the context of A/B testing

Frequently asked questions

Related terms

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