VS
Click-through rate (CTR) VS Conversion rate (CVR)
Description
Click-through rate (CTR)
CTR is a marketing metric that measures how often a link, ad, or email is clicked in relation to how many times it’s shown.
Conversion rate (CVR)
CVR is is a marketing metric that shows the percentage of times a user took a desired action, such as downloading an app or making a purchase.
Target audience
Click-through rate (CTR)
Advertisers and publishers
Conversion rate (CVR)
Advertisers and publishers
Benefits
Click-through rate (CTR)
• Offers an easy way to identify your top-performing channels and creatives
• Indicates where a campaign isn’t having the desired impact
• Informs your Google Ads quality score
Conversion rate (CVR)
• Shows the effectiveness of a piece of content
• Highlights any weaknesses in the marketing funnel
How to calculate
Click-through rate (CTR)
Number of click-throughs
Total number of impressions
x 100
Conversion rate (CVR)
Number of conversions
Total number of interactions
x 100
How to improve it?
Click-through rate (CTR)
• Research your audience and build strong personas
• Invest in creatives that resonate with your audience – show how you solve their problems
• Continually test and refine your campaigns
Conversion rate (CVR)
• Set clear goals for each piece of content
• Localize content to accommodate a global audience
• Sharpen your messaging and build in a clear, attention-grabbing call to action
• Keep testing and refining your creatives
Read more
Click-through rate (CTR)
Conversion rate (CVR)
