How it's used

Click-through rate shows how efficiently your ads drove traffic to websites and other destinations. If your goal is to generate traffic, then you want this number to be higher. If your goal is to generate conversions, consider conversions and click conversion rate to understand how efficiently clicks on your ads drove conversions.

How it's calculated

The metric is calculated as the number of clicks divided by the number of impressions, expressed as a percentage.

Related metrics

• Clicks
• Cost per click

Further reading

• About attribution
• About attribution models
• Analysing attribution results