klikrate

Klikrate, often referred to as click-through rate (CTR) in digital marketing, is a metric that measures how often users click on a link, banner, button, or advertisement relative to how often it is shown or delivered. It is used to gauge the effectiveness of online content in attracting user interaction and is expressed as a percentage.

In most contexts, klikrate is calculated by dividing the number of clicks by the number of impressions and multiplying by 100. In online advertising and web analytics, this standard formula applies across search ads, display campaigns, and social media. In email marketing, however, the term can refer to clicks divided by delivered emails, with a related metric called click-to-open rate (CTOR) using clicks divided by opens.

Klikrate is applied across various channels, including search engine advertising, display advertising, email campaigns, and social media posts. It serves as a proxy for the relevance and appeal of the linked content, ad copy, and creative elements, as well as for targeting and placement effectiveness.

Interpreting klikrate requires nuance: a high CTR suggests that users find the content compelling or relevant, but it does not guarantee conversions or revenue. CTR can be affected by factors such as headline or creative quality, call-to-action clarity, audience targeting, position on the page, device, and time of day. It can also be distorted by artificial clicks or ad fatigue.

Strategies to improve klikrate include A/B testing of headlines, visuals, and CTAs; refining targeting and bidding strategies; optimizing landing pages for relevance and speed; and using clear, action-oriented language and compelling incentives. Limitations of CTR as a standalone metric include its inability to measure conversion value or user quality, and cross-platform measurement differences. See also conversion rate and CTOR.