Clickthrough Rate (CTR) Metric
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A Clickthrough Rate (CTR) Metric is a rate metric of clickthrough events (for some given clickable content) relative to an impression event.
- Context:
- It can produce an CTR Value.
- It can range from being a Site-Wide Clickthrough Rate to being a Page-level Clickthrough Rate.
- It can range from being a Historical Clickthrough Rate Metric to being a Predicted Clickthrough Rate Metric.
- It can be predicted by a Clickthrough Rate Prediction System (solving a clickthrough rate prediction task).
- Example(s):
- the recent site-wide CTR for the term “click here” was
0.00012. - the recent CTR on page .../index.html for the term “click here” was
0.00029. - the predicted site-wide CTR for the term “click here” over Labor Day is
0.00021. - …
- the recent site-wide CTR for the term “click here” was
- Counter-Example(s):
- See: Web Impression Event, Cost per Click, Search Result CTR, Online Advertising.
References
2016
- (Wikipedia, 2016) ⇒ https://en.wikipedia.org/wiki/Click-through_rate Retrieved:2016-6-14.
- Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.[1]
Click-through rates for ad campaigns vary tremendously. The very first online display ad shown for AT&T on the website HotWired in 1994, had a 44% click-through rate.
- Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.[1]
- ↑ American Marketing Association Dictionary. http://www.marketingpower.com/_layouts/Dictionary.aspx. Retrieved 2012-11-02. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language in Marketing Project.
2011
- (Sammut & Webb, 2011) ⇒ Claude Sammut (editor), and Geoffrey I. Webb (editor). (2011). “Click-Through Rate (CTR).” In: (Sammut & Webb, 2011) p.179
2007
- (Richardson et al., 2007) ⇒ Matthew Richardson, Ewa Dominowska, and Robert Ragno. (2007). “Predicting Clicks: estimating the click-through rate for new ads.” In: Proceedings of the 16th International Conference on World Wide Web (WWW 2007). doi:10.1145/1242572.1242643
- QUOTE: Let the CTR of an ad be defined as the probability it would be clicked if it was seen, or [math]\displaystyle{ p(click \vert ad, seen) }[/math]. From the CTR of an ad, and the discounting curve [math]\displaystyle{ p(seen \vert pos) }[/math], we can then estimate the probability an ad would be clicked at any position. This is the value we want to estimate, since it provides a simple basis for comparison of competing ads.