Franchise PowerUp 
The Click-through rate is the number of people who click through to your website from your ads. It’s the number of people who, upon viewing your ad, want to know more about what you’re offering. The click-through rate is the most influential component of determining your quality score, affecting any future ad placement.
This number represents the level of engagement your ads are receiving. It shows that people are responding to your ads. However, it would be best if you considered this metric in its full context. You want to look at both the number of clicks your ads receive and the number of total views they’re earning.
The click-through rate is a significant indicator in reporting and monitoring. As a key figure, the click rate provides information about the relation between the views, the so-called sightings, and the clicks — the higher this percentage, the more successful the campaign.
Basic formula:
- Impressions (Views) / Clicks = Click rate
What Affects the Click-Through Rate
As with every other metric used to measure the success of your campaign, there are a few factors that affect the click-through rate.
The main ones are:
Relevance – This goes for your keywords, ad copy, placements, and landing pages. The keywords and ad copy should be sending the same message, which should be targeted to the right audience. Irrelevant keywords will target the wrong audience. Therefore, you’ll receive clicks from people who aren’t interested in your product or service.
Ad rank – While your relevance could be high, sometimes, ad rank is still low. Ad rank ultimately decides which ad will show in which position on a page. It’s determined by multiplying your CPC bid and your quality score. If your ad falls below the fold on screen, the odds your ad gets viewed, much less earn a click, diminishes, leading to viewability.
Viewability – This is a metric that measures only those impressions that an internet user can see. It means an ad becomes viewable when it is available in the space of your screen. Should someone scroll to see it, it means the ad is below the fold and has no viewability until the consumer scrolls down the page.
- The highest CTR for Facebook is 1.61%, while the average is 0.9%
- Instagram has a CTR of 0.88%
- CTR for Twitter is 1.55%.
