How important is Click-through Rate (CTR)?

Your clickthrough rate (CTR) acts as a ‘quality score,’ or in our case an ‘interest score’ to put the most interesting pieces of content in front of readers. The CTR is derived by the number of clicks you received out of the total impressions. CTR and Cost-per-Click (CPC) are the two metrics by which the algorithms recommend your content.

Generally speaking, a healthy CTR is anywhere between 0.2-0.25%, but is relative to varying strategies, target audiences, and content.
In campaigns where traffic lift is the primary KPI, CTR plays a more important role, since this suggests a higher frequency of clicks per impressions. As a general rule of thumb, the more general your content, the more general your audience, the higher you can expect your CTR to be.
Where goals require a more niche audience, CTRs will be lower, but this is a reflection of the smaller, relevant audience pool.
The more content, and creative copy you have, the more likely you are to have a strong CTR, so it’s important to build your campaign with this in mind. You can check your CTRs any time from your “Campaigns” dashboard.

You can select to either view data by campaign in the upper left drop down menu, or, select to view by content, day, month or publisher for a more granular report.


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