Which metric measures how often a paid search ad is clicked vs shown?

Which metric measures how often a paid search ad is clicked vs shown?

• A. Conversions rate is the ratio of conversions to clicks.
• B. Impressions
• C. Cost per click
• D. Click-through rate (CTR) is the ratio of clicks to impressions for an ad.

Answer: (D)

CTR measures how often a paid search ad is clicked relative to how often it is shown. It’s calculated as clicks divided by impressions, usually expressed as a percentage. This tells you how compelling the ad is to the audience—the higher the CTR, the more people click when they see the ad. For example, 10 clicks from 200 impressions equals a 5% CTR. Conversions rate looks at conversions relative to clicks, not impressions. Impressions are simply how many times the ad was shown, and cost per click is how much you pay per click, not a ratio of clicks to impressions.

CTR measures how often a paid search ad is clicked relative to how often it is shown. It’s calculated as clicks divided by impressions, usually expressed as a percentage. This tells you how compelling the ad is to the audience—the higher the CTR, the more people click when they see the ad. For example, 10 clicks from 200 impressions equals a 5% CTR. Conversions rate looks at conversions relative to clicks, not impressions. Impressions are simply how many times the ad was shown, and cost per click is how much you pay per click, not a ratio of clicks to impressions.