Impressions and views of your content are important. But are you paying attention to your click-through-rate (CTR) for your campaigns? If not, you won’t know if your site content is meeting your content marketing goals.
You can measure the CTR for nearly all of your digital marketing channels. But it’s most used to track pay-per-click (PPC) and paid social ads, SEO and email campaigns. CTR works best for these campaigns because they have a common goal of directing users to specific webpages. Your CTR measures how many people click on your campaign against how many times your campaign appears to users.
More people may be seeing or consuming your content, but are they acting on it? CTR metrics will help you understand your clients. A low CTR can indicate that you’re targeting the wrong audience. Or it may indicate that you’re not speaking to your audience credibly enough to entice them to click.
What CTRs should you be targeting? They vary based on the channel. According to Backlinko, the No. 1 result in Google’s organic search results has an average CTR of 27.6%. According to Mailchimp, the average email CTR across industries is 2.91%. For PPC CTRs, the average across industries is about 2%, according to WordStream.
No matter the channel, CTR’s are measured the same way: