click-through

Definition

The holy grail metric of online advertising—when someone actually clicks on your ad instead of scrolling past it like the visual noise it usually is. Each click-through represents a tiny victory in the war for attention, though whether that click leads to a sale or immediate regret is another question entirely. Measured as CTR (click-through rate), it's the percentage that determines whether your ad budget was brilliant or wasted.

Example Usage

The banner ad achieved a 2.3% click-through rate, which the agency celebrated as exceptional despite 97.7% of viewers ignoring it completely.

Source: Digital advertising terminology

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