CTRs that are expressed as a percentage represents the average number of click throughs for hundred impressions.

Distinguishing what CTRs measure and does not measure is very important. It represents the percentage of users who managed to arrive at the destination site by clicking through ads. It doesn’t indicate the number of users who failed to click on ads and yet visited the site. CTRs are an indicator to what the immediate response was for a given ad rather than overall response to it. With ever increasing trend to get more profits and with excellent tracking tools at disposal, the interest in CTRs is fast waning out and is being replaced by conversion rates. It is interesting to note that high CTR might not necessary mean high conversion rate. Occasionally it is seen that they share an inverse relationship.