Definition

Click-Through Rate—the percentage of people who saw your ad and actually clicked it, revealing how compelling or desperate your call-to-action was. A low CTR means your ad is basically wallpaper.

Example Usage

We improved our CTR from 0.5% to 2% by changing the headline.

Source: Digital advertising metrics

Related Terms

Intermediate

attribute

In marketing analytics, the act of giving credit to specific touchpoints in a customer's journey for making them finally open their wallet. It's like trying to determine which of your 47 advertisements actually convinced someone to buy, except everyone on your team has a different answer. Attribution modeling is where data science meets office politics.

📣 Marketing / Advertising
Intermediate

bidding

In digital advertising, the competitive auction process where advertisers throw money at platforms like Google and Facebook for the privilege of showing their ads to eyeballs. It's capitalism at its most caffeinated, with algorithms determining in milliseconds who pays what for each ad impression. The highest bidder usually wins, unless the platform's complex quality score decides otherwise—because even ad auctions need participation trophies.

📣 Marketing / Advertising
Beginner

bottom of the funnel

The final stage of the marketing funnel where prospects are ready to make a purchase decision. Abbreviated BOFU, it's where marketing hands leads to sales and both teams blame each other when nothing converts.

📣 Marketing / Advertising
Beginner

upselling

The practice of encouraging customers to purchase a more expensive or upgraded version of what they're already buying. It's the art of making people feel inadequate about their original choice.

📣 Marketing / Advertising
Beginner

Pain Point

A problem that a customer or employee has, rebranded as something clinical so you can charge money to fix it. Every pain point is someone's job security -- if the pain goes away, so does the consulting contract.

💼 Corporate / Business📣 Marketing / Advertising
Intermediate

MQL

Marketing Qualified Lead—a prospect deemed worthy of sales attention based on arbitrary criteria marketing invented to prove they're doing their job. May or may not actually want to buy anything.

📣 Marketing / Advertising

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