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What is Click through Rate (CTR)

Encyclopedia of E-Commerce Development, Implementation, and Management
Click through represents when users click on an ad or a link. CTR is used as a metric to measure the success and effectiveness of an online digital advertising campaign. The unit measures the number of users who clicked a specific link. CRT is based on the following formula: clicks ÷ impressions = CTR.
Published in Chapter:
Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice
Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (Kainan University, Taiwan)
DOI: 10.4018/978-1-4666-9787-4.ch091
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