COMMERCE & CAMPAIGN MEASUREMENT
Click-through rate (CTR)
Click-through rate measures clicks divided by impressions, usually expressed as a percentage. Use the platform’s specific definitions and reporting scope when comparing results.
CLICK-THROUGH RATE IN PRACTICE
- Define the scopeUse matching click and impression counts.
- Calculate the rateDivide clicks by impressions and multiply by 100.
- Connect the outcomeReview conversion and actual order requirements.
Use the agreed units, actual records and approved procedures for your operation.
A WORKED EXAMPLE
200 clicks ÷ 10,000 impressions = 2%.
A hypothetical advertisement receives 200 clicks from 10,000 impressions, giving a 2% CTR. If ten of those clicks lead to orders, that is a separate outcome requiring its own attribution and conversion definition. The warehouse needs the resulting order lines, units and timing rather than a CTR percentage alone.
WHAT THIS MEANS FOR YOUR QUOTE
Agree the requirement before comparing quotes
Use the actual shipment, stock and service requirements. Record the billing unit, included work and responsibility for exceptions.
Put this term to work. Use the 3PL pricing and rates guide for the wider invoice context and the guide to comparing 3PL quotes to compare the same scope, activity profile and billing units.
A LITTLE MORE CONTEXT
Questions about Click-through rate
Is CTR the same as conversion rate?
No. Clicking an advertisement and completing a defined conversion are different events.
Does 2% mean two unique customers per 100 impressions?
Not necessarily. Event counts and unique-person measures differ.
Is higher CTR always commercially better?
No. Downstream quality, conversion and cost also matter.
Source & example notes
Google Ads: click-through rate definition.
Sources provide background on the linked topic. Product documentation describes a particular implementation; confirm the rules, contract and procedures that apply to your operation.
Quantities, costs and scenarios are illustrative, not operating targets, approved handling instructions or guarantees. Source guidance reviewed 22 October 2026.
Last updated: · 3PL Hub
