CClick-Through Rate

CTR

Click-through rate: the share of users who click after an impression.

Moritz Lambrecht

Updated: July 9, 2026

Definition

CTR stands for click-through rate and is calculated as clicks divided by impressions. It shows how well a creative, hook, or call to action turns attention into clicks.

Also known as: Click-Through Rate

How to interpret it

A high CTR can signal strong alignment between creative, offer, and audience. It does not prove profitability on its own.

If CTR is high but conversion rate is low, the landing page, offer, or expectation after the click often does not match.

Optimization

CTR can improve through clear hooks, concrete benefit statements, native creator language, and visible calls to action.

For creator content, a better click rate should not come at the expense of credibility.

About the author

Moritz is an expert in data-driven influencer marketing as well as co-founder and CEO of the influencer marketing agency Ad Specialist. Together with his team, he has already implemented over 10,000 influencer campaigns and managed more than €50 million in advertising budgets for customers such as HelloFresh, Emma, Clark, mymuesli and many other well-known e-commerce companies. His focus is on helping e-commerce companies grow profitably through creative and measurable influencer marketing strategies on channels such as YouTube, Instagram and Twitch.

Through his performance-oriented and effective approach, he has built a reputation as a leading expert and speaker in German e-commerce. In this blog - as well as on LinkedIn and his YouTube channel - he regularly shares valuable insights about data-driven influencer marketing.

Learn more about Moritz