The click-through rate (CTR) is an important metric in online marketing that measures the relationship between the number of clicks on an online element (e.g. an advert, link or button) and the number of total impressions of that element. The formula for calculating the click-through rate is: (number of clicks / number of impressions) x 100. The result is usually presented as a percentage and provides information on how effective a particular marketing element is in interacting with users.

The click-through rate is an indicator of the relevance and attractiveness of your content or adverts for the audience. A high CTR generally indicates that the element in question is of interest to the target audience, while a low click-through rate could indicate a lack of interest or inadequate design. In the field of search engine marketing (SEM) and search engine optimisation (SEO), the click-through rate is often used as one of the factors that can influence the position of a website in the search results.

However, the click-through rate is only one aspect of a comprehensive marketing analysis and should always be considered in the context of other metrics such as the conversion rate, the bounce rate or the return on investment (ROI). In addition, the "good" or "bad" click-through rate varies depending on the industry, type of marketing element and platform, which is why a detailed analysis is essential.