Email
Click-Through Rate (CTR)
The percentage of viewers who clicked a link.
Click-through rate is the percentage of people who clicked at least one link out of the total who saw the email or ad or search result. In email: `clicks / delivered × 100`. In ads or search: `clicks / impressions × 100`.
CTR is one of the most honest engagement metrics because clicks are deliberate. Unlike opens (which can be auto-fetched) or impressions (which can be passive scrolling), a click is a user explicitly choosing to engage.
Healthy email CTR is 2-5% for B2B, 1-3% for B2C. Search-result CTR depends entirely on position (~30% for #1, ~15% for #2, dropping fast). Display-ad CTR is much lower (0.1-0.5% is normal).
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