Companies often wonder whether it is really possible to measure the effectiveness of an online advertising campaign , given that the benefit is not always immediately visible. Fortunately, there are some parameters, the best known of which is the CTR, an indicator that allows for a precise and clear assessment. In fact, it is only with the numbers in hand that it is possible to evaluate the good performance of a campaign and intervene, if necessary, to modify it. Let's see then what the CTR is, how it is calculated and why it is important to take it into account.
What is CTR?
Click through rate is the percentage of clicks on a link, i.e. it indicates the number of people who open the link of an advertisement in relation to the number of views it receives. If an advertising message is viewed 100 times (impressions) but only one user clicks on it, the CTR will be 1%. This percentage could be considered a failure at first glance, but it is not.
The CTR is calculated only in relation to the hong kong whatsapp data number of people who click. On the other hand, it may happen that the same person clicks several times, so the number of clicks does not necessarily correspond to the number of people reached. In this case, the CTOR is often used: click to open rate . A similar indicator but even more reliable than the CTR.
In fact, if a person opens the same link several times, the CTR increases, but the CTOR does not. When the goal is to profile contacts and evaluate the actual number of people reached by a campaign, this metric can be used with more effective results. The CTOR is calculated by dividing the number of unique clicks by the number of unique openings, multiplying the total by 100.
What is an acceptable CTR?
Understanding in detail what the CTR is also allows us to understand when this value can be interpreted as positive . Answering this question is not easy, because there is no single, safe value. There are several factors that affect the CTR, from the type of campaign to the advertising platform used, including the target, the competition and the reference sector.
The general advice for marketers is therefore to consult market benchmarks. As an indication, for example, it may be useful to consider the results of a study published in February 2020 by the WordStream website, although it refers to the United States of America and is limited to a few specific sectors.
The data that emerged from this study is that the average CTR on Facebook Ads , referring to the United States and the 18 sectors considered, is equal to 0.9%. Among those analyzed, the areas that registered the best CTR were 'legal' (1.61%), 'commerce' (1.59%) and 'clothing' (1.24%), while the worst results were recorded in the 'practices' sector (0.47%), 'finance and insurance' (0.56%) and 'DIY' (0.70%).
CTR rates have decreased significantly over time, due to increasing competition. Therefore, a rate of 2% can already be considered a good result. That said, with careful customization work in the creation of the message, the number of times the audience will click on the ad can increase significantly. A tip that is always valid is to carry out experiments and perform various tests to identify the ad with the best performance in terms of CTR, within its context.