Sometimes just ‘click rate’ or CTR, click rate refers to the ratio of the number of times a visitor clicks on an ad, per number of users that land on the web page containing the ad. A useful formula for figuring this out is as follows –> ad clicks : ad impression x 100% = click rate. For instance, if just one out of 100 visitors that arrive at a website click on an ad and are taken to the destination page, then the click rate of that advertisement would be 1% or (1/100). The standard click rate when selling digital goods online is 1% (although depending on the sales copy written for the copy, it can rise to 5% and in some instances, even 30% – 80%), while for banner ads, it is around 0.15%.

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