It is important to distinguish what a click-through rate does and does not measure. The CTR measures what percentage of people that have clicked on the ad. It does not include the people who failed to click, yet arrived at the site later as a result of seeing the ad. The CTR may be seen as a measure of the immidate response to an ad.Web site traffic was generally accepted as a measure of success. Along with better tracking tools, has resulted in less interest in clickthrough rates and more interest in conversion rates.A high clickthrough rate does not guarantee a good conversion rate, and the two rates may even share an inverse relationship.
An advertisement geared towards curiosity clicks will result in fewer sales, than an advertisement geared towards qualified clicks.Most email marketers use this metrics along with open rate and other metrics, to understand the effectiveness and success of their email campaign.In general there is no ideal click-through rate. This metric can vary based on the type of email sent, how frequently emails are sent, how the list of recipients is segmented, how relevant the content of the email is to the audience, and many other factors
The purpose of click-through rates is to measure the ratio of clicks to impressions of an online ad or email marketing campaign. Generally the higher the CTR the more effective the marketing campaign has been at bringing people to a website. Most commercial websites are designed to elicit some sort of action, whether it be to buy a book, read a news article, watch a music video, or search for a flight. People rarely visit websites with the intention of viewing advertisements, in the same way that few people watch television to view the commercials.(https://en.wikipedia.org/wiki/Click-through_rate)
While marketers want to know the reaction of the web visitor, with current technology it is nearly impossible to quantify the emotional reaction to the site and the effect of that site on the firm’s brand. However, click-through rate is an easy piece of data to acquire. The click-through rate measures the proportion of visitors who initiated an advertisement that redirected them to another page where they might purchase an item or learn more about a product or service. Forms of interaction with advertisements other than clicking is possible, but rare; “click-through rate” is the most commonly used term to describe the efficacy of an advert.(https://en.wikipedia.org/wiki/Click-through_rate)